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A science student with a master’s in modern history and a management degree in marketing – that’s Vidushi Singh, a versatile product marketing manager from our marketing team. As Cashfree Payments continues to make waves in the B2B fintech landscape, it is Cashiens like Vidushi who make awesome things happen!
How, you ask?
Product marketing managers (PMM) play a crucial role in driving the success of B2B companies such as ours. In this post, we take you through a typical day in the life of a PMM, shedding light on their responsibilities, challenges, and the skills they rely on to thrive in their demanding role.
Whether you’re considering a career in product marketing or simply want to gain a deeper understanding of this vital role within the B2B fintech space, read on for a glimpse into the day-to-day life of a product marketing manager.
From science to marketing, tell us about your journey so far, and how you gained an edge at Cashfree Payments
I have been a science aficionado, and then a history buff, who embarked on an MBA!
In the past 5 years, I’ve had the privilege of working in some key industries. I started as a management trainee at a multinational pharmaceutical company and then ventured into the B2B space with a leading modern SaaS company. The latter was where I started my journey as a Product Marketer.
Despite my learning & success in these fields, the world of fintech was uncharted territory for me. With a strong desire to push my boundaries and embrace fresh challenges, Cashfree Payments offered me the perfect opportunity to step out of my comfort zone.
While my experiences may seem vastly different, they all share a common thread. They all required me to be a fast learner, have a pristine work ethic, be agile, organised, outgoing, personable, logical, and be an ongoing problem solver in constantly changing environments!
Describe your typical day at Cashfree Payments as a PMM
Being a product marketing manager, my schedule brims with exciting tasks and activities. I am entrusted with the responsibility of spearheading the ‘Payouts’ product under our disbursals suite. My ultimate goal is to bring the product to life, by solving customer/business pain points in the world of finance – driving engagement and adoption of the product by our merchants, acquiring new businesses, monetisation (up-sell & cross-sell), and delighting them all with our relevant key offerings.
Tell us about some key tasks you perform almost every day and the metrics that you chase
There’s more than what meets the eye when we talk of Business-As-Usual tasks of a PMM.
As a PMM, I dig deep into market trends, analyse the competition, and explore the ever-changing needs and desires of our merchants. Armed with these insights, I work with a team of expert Cashiens to craft go-to-market strategies for new product launches and updates with maximum impact. The aim is to create a winning story that appeals to our customers and sets us apart from the competition. To achieve this, I aim to craft compelling content to convey the value and benefits of our products in ways that connect with our target audience. All this is done while being analytical and understanding the measurable metrics.
But beyond the metrics, my role as a product marketing manager also involves building strong relationships with key stakeholders across the organisation, including product development, sales, and customer support.
What are some of your learnings as a PMM you would share with young professionals out there
Allow me to share the “Golden Rules” that I personally adhere to and would love to pass on to aspiring Product Marketing Managers (PMMs):
My Learnings:
- Awareness of a product should be linked with the relevance of the market
- The most important customers are the ones you already have. Word of mouth builds the brand
- While making a sales play, start with the priorities of the business, identify the persona and then the segment. Tune it to the industry you are going to pitch for and centre your pitch around the customer value
- The first customer contact should be the best point of contact. Put your best people in contact with the customers. Centralise services to a single point of contact
Tips:
- There should be a strong will to learn, grow, and unlearn.
- Read. Read. Read
- Be agile, wear multiple hats, and base your decisions on data, and insights, and not purely on assumptions
- Build a strong cross-functional network and be proactive in sharing insights
- Great content is the ultimate game-changer for any product marketer
Throwback to the product launch of Unifi – a unified view of all finances for businesses at
the Bangalore Tech Fest, the largest tech event in Asia
How do you log off at the end of the day
As a racing enthusiast, my daily routine typically ends with catching up on the latest Formula-1 news and updates. Throughout my years as a fan, I’ve remained loyal to RedBull, since the exciting era of Sebastian Vettel and Webber’s time with the team. I’ve been following the sport since 2014, long before the sought-after release of the popular Netflix series “Drive to Survive,” and witnessed racing legends like Kimi dominating the track.
One of my greatest joys is travelling, particularly road trips. In the past two years, I have travelled to 35 new cities, across multiple states, majorly covering most parts of Karnataka, Kerala, Tamil Nadu, and Uttarakhand. For me, travelling is not just a hobby, but a reminder and a way to connect with the world, its people and cultures. Unique experiences like these keeps the history buff in me alive! After a peaceful trip, returning to work, surrounded by the best of the folks, helps me regain balance and clarity!
