How Zapier thinks about Product Marketing | Danielle Lapierre (PMM, Zapier)
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How Zapier thinks about Product Marketing | Danielle Lapierre (PMM, Zapier)
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In this episode, we sit down with Danielle, Product Marketing Manager at Zapier, to explore what it’s really like marketing a behind-the-scenes product used by millions but rarely talked about.
📌 What you'll learn
✅ Being a Generalist vs Niche-specific
✅ How Zapier thinks about its users and positioning
✅ The challenge of marketing automation without hype
✅ Wild use cases, ecosystem secrets, and going from SMB to enterprise
✅What makes a great PMM at Zapier—and her advice if you want to join them
If you’ve ever struggled with marketing an “unsexy” tool, this one’s for you
......or, use this to go where you want to:
(00:00) Introduction
(01:22) Danielle's Journey
(02:30) Thinking about Zapier's users
(04:03) Being a generalist vs niche PMM
(05:47) Marketing a Behind the Scenes Software
(08:10) How is Zapier's positioning changing?
(10:26) Markting with constraints
(12:55) Hardest part of marketing Zapier
(14:24) Experiments with messaging & positioning
(15:30) From SMBs to Enterprises
(16:45) Zapier's Integration Ecosystem
(17:57) PMM at Zapier(19:58) Surprising insights
(21:07) Getting to Aha! Moment
(23:06) Wild Use Case
(25:00) Company crushing PMM right now?
(26:22) Advice for PMMs wanting to join Zapier
(27:50) End Notes