Can you share your journey into the realm of product marketing? What aspects of this field captivated you?

To be honest, I didn’t step into the world of product marketing with a clear title or role in mind. My path started in digital marketing, where I bounced around between agencies and supported nascent teams. In a startup environment, roles can often appear blurred. You wear multiple hats and constantly adapt, navigating through chaos while seeking clarity regarding the product’s purpose. The questions that always piqued my interest were: Who is this product designed for? Why should potential users genuinely care? How can we simplify the adoption process?

Product marketing offered me a platform to explore those very questions. It resides in that sweet intersection of strategy and execution, where positioning, messaging, sales enablement, and the gathering of customer insights converge harmoniously.

What was it like being the first product marketing hire at Futurematch?

It was nothing short of exhilarating—fast-paced, focused, and rife with opportunity. Joining a startup that was still in its formative stages was thrilling. It was an opportunity to craft our messaging from scratch, support product launches, influence sales strategies, and ensure cross-functional teams aligned with clear go-to-market strategies.

Navigating through the early growth stages of a scrappy startup to post-acquisition integration taught me that product marketing transcends merely sharing stories or launching plans. It forms a strategic function that propels growth, fine-tunes internal alignment, and empowers teams to build offerings that people truly comprehend and embrace.

In your experience, what’s the most significant misconception startups hold about product marketing?

Many believe it merely involves creating content or designing launch plans. Founders often become engrossed in building features but overlook the necessity of presenting those features in a manner that resonates with customers. Genuine product marketing centers on discovering the clearest route between your product and the individuals it aims to serve. It’s not solely about entering the market; it’s about entering with the right narrative, for the right audience, at precisely the right moment.

What does your process entail when launching a new product?

My first step revolves around achieving clarity: Who is this intended for? What specific problem does it address? Why is this essential now? After establishing those foundations, I develop messaging frameworks, positioning statements, competitor snapshots, and sales enablement materials. Collaboration across departments is crucial to ensure alignment pre-launch. I also place great emphasis on feedback loops—gathering insights from customers, sales teams, and data helps us refine our approach continuously.

You often emphasize clarity. Can you elaborate on its significance?

Clarity is truly a form of power. In marketing, it creates a discernible separation between noise and impactful traction. In one’s career, it can be the dividing line between burnout and meaningful growth. I strive to infuse clarity into every room I walk into—whether that’s crafting messaging, guiding a mentee, or advising a founder. It isn’t about achieving perfection; it’s about being purposeful in every action.

As a mentor for early-career professionals, why do you find this role important?

I think back to my own journey—the moments of sending uncertain LinkedIn messages, unsure of how to carve my niche in tech. Today, I mentor individuals employing a straightforward framework: SWOT analysis, talent market mapping, and goal setting. My goal is to assure young professionals that they don’t have to navigate this path alone. There’s ample space for them in the tech landscape; all they need are the right tools and some direction.

What advice would you give to someone aspiring to enter product marketing?

Begin by understanding how products solve real problems. Then, practice articulating those stories—clearly, concisely, and confidently. Regardless of your background—be it content, sales, product management, or another discipline—curiosity, empathy, and a proactive attitude can foster a successful career in product marketing.

My aspiration is to continue aiding startups in their growth via improved go-to-market strategies, refined storytelling, and smarter execution. I’m also developing a resource library filled with tools, templates, checklists, and content, all aimed at making product marketing more accessible, especially for African founders and their teams.

Above all, I’m committed to mentoring and public speaking. Knowledge isn’t a commodity to be hoarded; it’s meant to be shared.

If you’d like to explore Olajumoke’s work further or collaborate with her, connect on LinkedIn.