Go-to-market strategy at global companies | Kelly Anderson, Google

Hi, everyone, and welcome to the latest episode of the Product Marketing Insider podcast. My name is Lawrence Chapman, and I'm a copywriter here at Product Marketing Alliance. This week's episode is brought to you by Appcues. If you ever lost a feature that went unused, waited days, or even weeks to get that user data you requested, well, you're not alone. We're still way too dependent on developers. That's why product marketers around the world are calling Appcues their new favorite product marketing tool. AppCues empowers product marketers to measure and improve product adoption without a developer. Brands like Amplitude, Privy, FullStory, and Lyft use AppCues to track feature usage and engage users in app onboarding tools, feature announcements, and surveys with no code required. Go to appqueues.com to start your free trial today. Today, I'm delighted to be joined by Kelly Anderson, product marketing manager at Google. Kelly is a product marketing leader with diverse experience in bringing solutions to the market, driving product adoption, building product strategies, influencing senior and international teams, and learning technical concepts quickly. Previously a product marketer at Microsoft, Kelly has a proven ability to clear, communicate, collaborate with multiple stakeholders, and deliver solutions that meet customer needs. Thanks so much for joining me, Kelly. Thanks so much for having me. Okay. So just to start, can you please explain your current role at Google for the audience, please? Sure. So I currently lead product marketing for user protection services, and these are security products that businesses can use to secure their end users. And it's so important right now because we live in this new world where business is mainly conducted online. And so in addition to businesses using security products to protect their business, they now have to think about how they're securing the customers that they do business with. Okay. Awesome. And then why is it that made you want to become a product marketer in the first place? So many things. But I think, first and foremost, like, I was so intrigued by this intersection of product and marketing and sales and what it would feel like to be, right, just at that intersection of it all. But I've always really loved writing and storytelling, and I knew that it was important to the product marketing role, but I didn't really know how essential it was until I got started in product marketing. Yeah. We've spoke to quite a few guests, and they just pick out straight away. They're like, oh, yeah. I just love writing, and I want to apply it to a particular career. I wasn't sure which way I wanted to go, and then I just stumbled into product marketing. I was like, there's been this accidental product marketer tag that we found just, like, banding around quite a lot. So, and, in terms of your first job in product marketing, what did that look like, and how did you get into the industry in the …