Product Marketing, Personas (Clay for Marketing)

📋 Description

• • Lead Clay’s expansion into the marketing persona by building a dedicated playbook that translates Clay’s GTM/RevOps-focused positioning into credible, actionable messaging for marketing teams.
• • Own the positioning, use cases, and campaigns that help marketers understand how Clay enables their work, specifically aligning with outcomes marketing teams are measured on, such as lead generation, campaign performance, and customer acquisition efficiency.
• • Adapt Clay’s existing product narrative—historically built for RevOps—to resonate authentically with marketing audiences, ensuring messaging reflects their language, priorities, and pain points.
• • Drive cross-sell initiatives within existing customer accounts by partnering with a specialized expansion team to identify and activate marketing personas already using Clay for other functions.
• • Engage directly with real customer conversations, including participating in sales deals, prospect interviews, and feedback sessions, to continuously refine positioning, assets, and product-market fit.
• • Prioritize the highest-leverage marketing use cases and sub-personas (e.g., demand gen, content marketing, ABM) to avoid spreading resources too thin and ensure focused, high-impact adoption.
• • Develop a scalable framework for persona expansion that Clay can reuse as it enters additional verticals beyond marketing, establishing a repeatable process for future persona launches.
• • Partner with Engineering, Product, and Design (EPD) teams to surface product feedback from marketing users, advocate for necessary feature gaps, and collaborate on solutions that close critical product-market mismatches.
• • Create visually compelling marketing assets—including one-pagers, slide decks, and campaign materials—that communicate complex product capabilities with clarity and design sophistication.
• • Integrate AI tools (including Clay itself) to automate routine tasks such as data aggregation, persona segmentation, and content personalization, increasing efficiency and enabling higher-impact strategic work.
• • Act as the external voice of Clay for marketing audiences, engaging with prospects, attending industry events, and representing the product in customer-facing contexts with credibility and authority.
• • Stay deeply immersed in the marketing function by understanding the craft, tools, and metrics that define modern marketing teams, ensuring all messaging and positioning are grounded in real-world practice.
• • Identify and validate early adopter segments within the marketing persona to build momentum, gather case studies, and create social proof that accelerates broader adoption.
• • Collaborate cross-functionally with GTM, Sales, Customer Success, and Product teams to align on messaging, roadmap priorities, and customer acquisition strategies specific to the marketing vertical.
• • Maintain a feedback loop between market insights and product development, ensuring Clay evolves in response to the evolving needs of marketing teams.
• • Build and maintain a library of marketing-specific use cases, customer stories, and ROI frameworks that can be reused across sales, marketing, and customer success teams.
• • Stay ahead of trends in marketing technology, AI-driven growth tools, and B2B SaaS buyer behavior to ensure Clay’s positioning remains differentiated and forward-looking.