From Jack of All Trades to Niche Mastery in PMM, with Rob Kaminski
Episode Description:
In this episode of We're Not Marketers, we’re diving deep with Rob Kaminski, one-half of the dynamic duo behind Fletch PMM. Rob’s journey is a masterclass in transitioning from a generalist’s toolkit to a hyper-focused niche, unlocking unparalleled expertise along the way.
Together, we explore the unconventional path that led Rob and his co-founder Anthony Pierri to redefine positioning and messaging for early-stage SaaS companies, focusing on the all-important homepage.
What you’ll learn:
How to start building a market map and niche down effectively.
Why being “too broad” can sabotage your positioning (and how to avoid it).
The surprising power of debating with a partner to spark innovation.
Why specificity is the ultimate superpower in product marketing.
A behind-the-scenes look at Fletch’s process of refining their service and attracting their first 25 clients.
And, hear Rob’s take on ‘how to position a platform’, specifically the same Q we asked April Dunford last month. Who’s answer will you like more: Rob’s or April’s?
Whether you’re a product marketer looking to sharpen your craft, an aspiring fractional PMM, or just curious about what it takes to truly differentiate yourself in a crowded market, this episode is packed with insights, inspiration, and actionable advice.
Tune in to hear Rob’s honest, no-holds-barred take on finding your focus and making it count.
Show Notes
01:34 Introducing the Special Guest: Rob Kaminski
02:32 Rob Kaminski's Career Journey
04:36 The Role of Product Marketers
06:25 Challenges in Product Marketing
07:50 Importance of Execution in Strategy
10:41 Navigating Internal Influence
13:46 The Value of External Perspectives
17:58 Building a Fractional Service
19:57 Experimentation and Iteration
24:14 Starting and Scaling a Fractional Business
34:49 Cold Outreach and Building Expertise
35:47 The Power of Niching Down
37:51 Partnership Dynamics and Decision Making
41:57 Creating Forcing Functions and Urgency
43:51 The Importance of Specialization
50:56 Positioning and Messaging Strategies
59:42 Closing Thoughts and Farewells
How to connect with Rob
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