No One Reads Messaging Docs, w/ Libby Lienhoop
Libby Lienhoop thinks the name of this show is wrong.
Now the Director of PMM and Sales Enablement at Conquest Planning, she first started out her career selling newspaper coupons in San Francisco, moved into tech sales, and watched one great product marketer run enablement until she knew that was the job she wanted.
Product marketers are the connective tissue between the product and the market. Her words, not ours, and here's the kicker: AI just made the good ones more important. Do you agree?
We get into this next conversation, with Eric's favorite topic: why the messaging doc in your Google Drive is dead weight, and from there, jump to what to build for sales instead, helping see why website copy alone doesn't convert a sales call to closed-one.
If you've ever written a messaging doc and wondered who read it, start here.
Show Notes
00:00 Welcome: Eric, Zach and Gab
00:53 Meet Libby Lienhoop, and how to actually say her name
02:44 Gab asks: are product marketers actually marketers?
03:14 Libby: PMMs are the connective tissue between product and market
03:53 She started in sales, so why marketing?
04:22 Selling newspaper coupons in San Francisco
05:44 The product marketer whose enablement sessions sold her on the job
07:17 The layoff that opened the door to marketing
08:34 Her beef with marketers: the billboard isn't the sales conversation
09:08 Sitting in on power-dialing sessions with the sales team
10:14 No laptop, desktop only: the old-school sales floor
10:58 How a boss from her coupon days brought her into ClickUp
13:09 The new role: product marketing for a fintech company building AI for financial planners
14:44 Why fintech is ripe for AI
15:58 What's a PMM worth in the age of AI?
17:32 Gab: PMMs will be managing agentic workflows
18:04 The just-in-time sales deck, and why no one reads the messaging doc
18:48 Eric's messaging docs: put them in the AI tool everyone already uses
19:57 New market, new job: process gap or knowledge gap?
21:33 Bringing a fast company's pace into a new one
22:48 Two interview roadblocks: industry experience and "too long at one company"
23:51 Listen to your gut, then set expectations out loud
25:19 Turning four years at one company into a story
27:03 The 30/60/90 plan, and Netflix's keeper test
28:37 The B2B version of MySpace's top eight
29:18 When AI takes your job anyway
31:05 There's no one-size-fits-all way to handle a layoff
32:03 Take a beat: the cortisol levels are real
32:57 Where to find Libby
Mentioned in the episode
Find and connect with Libby on LinkedIn
https://www.linkedin.com/in/libby-lienhoop-9b686442/
Hosted on Ausha. See ausha.co/privacy-policy for more information.
Powered by Ausha 🚀