How does a PMM role differs from PM? What's the success for a PMM? Where does the PMM fit in the marketing organisation?

1. Product Marketing
Piyush Varanjani
Product Marketing
TransferWise

2. Agenda.
Product Marketing vs
Product Management
PMM at TransferWise
How to get into PMM

3. Product
Marketing vs
Product
Management

7. Product
Marketing

8. Product
Marketing
Customer Insights
Positioning
Communication

9. Customer Insights
Why there are no bad skydivers

10. Will you pay for this service?
Yes
No

11. How much are you willing to pay for this?
1-5 GBP
5-10 GBP
More than 10 GBP
Not sure

12. How to know what the customer wants?

15. World Bank: largest outbound remittance flows
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18. New user growth is strongly correlated
with customer wishes.

19. Only your customer can tell you what
they want.
Not World Bank. Not Google.

23. Positioning
You talkin’ to me?

24. It’s not SWOT analysis.

25. What’s your superpower?

30. How would you describe
TransferWise to a friend?

31. Brand Messaging Money without borders. Bye bye bank fees, hello world.
Elevator Pitch TransferWise is a technology platform for moving & managing all your currencies around the world quickly, easily, always with the real exchange rate and low, transparent fees.
Mission To make moving and managing your money around the world fast, convenient, transparent and eventually free.
Positioning
Statement
We’re powering money for people and businesses in their increasingly global lives - to pay, to get paid, to spend, in any currency, wherever you are, whatever you’re doing.
Target Audience People and businesses moving money between currencies. Expats, freelancers, second-homeowners, SMBs, international students, consumers supporting friends and family
abroad, global e-commerce buyers,
Tone of Voice Conversational but not over-familiar. Frank but not combative. Engaging but not quirky.
Brand Pillars Price Speed Convenience Coverage Trust
Value Props Send money up to 8x
cheaper than banks. Free
multi-currency account. Get
paid around the world with
zero fees.
Spend in any currency with
the real exchange rate.
Money transfer as fast as
possible, for as little as possible.
Convert currencies in seconds
in your borderless account.
Instant international bank details.
Get paid around the world with
zero fees. Spend on around the
world with the real exchange rate
guaranteed. Get an overseas
account, without needing an
overseas address.
28 currencies in 1 account.
Hold and convert 28 currencies in
your account to spend or send
around the world whenever you
need.
Send money to over 65 countries
worldwide.
Get paid into your account in 4
currencies with zero fees.
Hold all your currencies in
one secure account. Track
your transfers.Link encryption
and two-factor encryption.
Trusted by over 2m
customers to move over £2bn
around the world every
month. TransferWise
commitment to
transparency.
Supporting
Statements
Money transfer up to 8x
cheaper than the banks
Multi-currency with zero
setup fees, zero subscription
fees, zero receiving fees.
Spend on TransferWise card
always with real exchange
rate.
Online account setup and
verification
No overseas proof of address
needed. Get set up in minutes.
Over 750 currency routes
supported
Send money to over 65 countries
Hold 28 currencies in your
borderless account
Get padr in 4 currencies into your
borderless account
Authorised e-money
institution
Regulated by financial
authorities around the world.
Regulated by FCA.
Know where your money is at
every stage of the transfer. 5
star rating on Trustpilot.
Messaging Tests Email messaging tests, landing page messaging tests, paid social, usertesting.com

32. Communication
Why Nietzsche was a great copywriter

33. “He who has a why to live can bear almost any
how.”

34. 1. Less copy is good. Lesser, better.
Subject lines in email to website copy.
2. Transparency builds trust.
We’re increasing our fees, here’s why.
Externally.

35. 📧 Email
📲Push 📽 Video
Deliverable - Internal Wiki Documents

36. Externally, succinct.
Internally, over-communicate.

37. 1. Writing is a way to expedite communication.
○ Decision making documentation in wiki
2. There is a lot more miscommunication in the
world than malign.
○ Team calls with 2,000+ Wisers
Internally.

38. Deliverable - Internal Wiki Documents

39. Getting a job as a PMM

40. Not a good time to earn.
Great time to learn.

41. Some companies are still hiring.
Maybe slowly.

44. How would you launch an existing product in a new market? Ex:
launch Coursera in Myanmar?
What is the most impactful work you have delivered and what
KPI did it move?
What is the work you are most proud of?
How do you work with product manager?
Give me an example of a product launch that didn’t go according
to plan. What happened and what was the outcome?
What's the last marketing campaign that caught your attention?
Why did you like it?

45. Understand the problem
Be next to customers
Go deep in one thing
transferwise.com/jobs
Takeaways 🥡
richa.vandergill@transferwise.com
piyush.varanjani@transferwise.com

46. Appendix