Day in the life of
Head of Product Marketing – Hilary Torn
My name is Hilary Torn and I’m Head of Product Marketing at Introwise, a software company that helps experts with scheduling, payments, and video calls. I’ve been in marketing for over 10 years, and specifically software (SaaS) marketing since 2017.
My typical day
We are an early-stage startup (closed pre-seed round at the beginning of this year), so currently I’m doing a lot of interviews. Talking to customers to learn what their pain points are and how our software can help solve their pain points. Researching other potential markets that might be a good fit for what we do.
I’m also building awareness of our product through events and social media. So I’m actively building out a Facebook group for people who want to monetize their expertise (our target), I’m active on other Facebook groups, I do Facebook LIVE videos weekly, and I create product videos for YouTube that show our users how to do a specific activity that our support team can easily link to in emails. I’m also experimenting with LinkedIn events and building a presence on LinkedIn.
Weekly, I analyze how the week is by looking at the numbers: how many users we acquired, from where, how many interviews we received, our daily active users (DAU), our monthly active users (MAU), and other data, depending on the projects for the week.
I’ve been working specifically in B2B SaaS marketing since 2017, and nothing is more important than data analytics. It tells me what is working in marketing, and what isn’t. It shows me where the company is growing, and where it is not. So it is essential for any marketer to be comfortable with numbers and looking at them for insights on what to do next to grow the company.
Pros
I love the fact that I can work anywhere. The pandemic really pushed SaaS companies to re-evaluate if being in office is necessary. Some require it, but many allow virtual work 100% of the time.
I also love that I get to constantly learn new things. Not only is there endless possibilities on how to grow a business online, but platforms are always changing, evolving, or something new is happening (think Clubhouse), where marketers are on board to see if it is a way to receive more awareness for their product or services.
I also have to be really flexible. If you are working for a smaller company, usually you get to try a bit of everything. For example, I’m not a video editor. However, we need something for our support team that simply explains certain features of our product. I quickly learned how to make very simple videos. When we are ready to scale these videos, we will hire someone with a more in-depth background in video creation. But for now, it is on me. I’ve experienced this in multiple software jobs I’ve had.
Cons
I don’t have many cons for me personally. I like being flexible, I like learning new things, I like working remotely. Some people might find these cons. I don’t. Everyone is different. Marketing in software is a great fit for my personality and lifestyle.
