Maitri Sheth is Senior PMM at Hubspot, previously PMM at Gong. We discuss: From B2C to B2B marketing, me too! How has b2c shaped your approach to b2b product marketing; Previously Gong, now Hubspot. What did you do in your first 90 days; One PMM workflow that you’re excited about; Do you feel like you have a good grasp on how AI workflows tap into meaningful business results; Marketing is using creativity to solve business problems. Share how you infuse creativity into your work; Hubspot is 12k+ ppl! How do you get the rest of the org to adopt the same story; How do you approach writing with AI in your role. Jump in: 03:04 The Importance of Listening in PMM 06:06 B2C thinking in B2B 09:06 First 90 Days at HubSpot 12:00 Understanding Customer Needs 14:46 Pattern Recognition &amp; Beyond Patterns 17:59 The Value of Direct Customer Engagement 21:08 Streamlining PMM Workflows with AI 24:03 Navigating Rapid Product Engineering Releases 26:45 Evaluating AI Tools and Their Impact on Business Results 32:56 the problems with &quot;Blank Slate&quot; 35:13 The Role of AI in Productivity 38:43 Creativity in Marketing 41:30 Balancing AI and Human Creativity 51:19 Effective Messaging Across 12,000 people Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, tell me what you&#x27;re listening to, and don&#x27;t forget to leave a review if you&#x27;re lovin&#x27; the show. Maitri on LinkedIn: www.linkedin.com/in/maitri5 Hubspot: www.hubspot.com Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Newsletter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠One Insight⁠⁠

275 - AI Made Writing Cheap, Listening Just Got More Valuable (Maitri Sheth, Hubspot)

Building With Buyers: Startup Marketing and Growth Fueled By Customers

# Full Transcript

**Podcast:** Building With Buyers: Startup Marketing and Growth Fueled By Customers

## Participants

- **Anna Furmanov** (Furmanov Marketing)
- **Maitri Sheth** (HubSpot)

## Transcript

Building With Buyers, thank you for joining me Maitri Sheth. We met and we kind of like chatted and I got to know you and just got to know the work that you do and I knew you know I had to have you on here to share some of your thoughts, some bounce some ideas. So welcome to the show. Thank you so much Anna. I'm so excited to talk to you today. I feel like the first conversation we had we just riffed off ideas so easily and it came so naturally that I was like okay it would just be fun for us.

to record this conversation and put it out there for people because it's always interesting to hear from other folks in the industry who are working on the same things that you do and sometimes I feel like as PMMs we get so much into our bubble of what we're working on that it's good to have the perspective of what's happening. Absolutely. And so let me just give a little bit of background on you. So Maitri, you're senior PMM at HubSpot. Previously you were at Gong as a PMM.

And so I think that you have a lot of cool experiences to share and building with buyers. So it's really like a show that explores the role that customers play in helping companies build to their next level of growth. I believe customers back 10 years ago, 20 years ago, 50, like customers have always been a goldmine that many companies overlook. We'll talk about that but we'll also explore some other topics and concepts.

One thing that's been on my mind recently, I was talking to somebody about the work that I do and they were like wait so you don't know the answer when you're listening when you're doing customer research you don't necessarily know the answer but you know how to hear it. And I'm like wait a second. Yeah, I think I do that with the podcast too right when I when I talk to people and I'm listening. And then I hear something I'm like oh my gosh that's gonna be the thing that people love about this episode right.

So I don't always know the answer but I know how to listen for it. I know how to hear it. So as a like in PMM world, I don't think that my skill is positioning or messaging. I think that's like that's the output right. We all have that as part of the output that we deliver as PMM. I think the listening is the thing right like recognizing that's it when someone says it. Listening and understanding. So I want to just bring that up as like a side note that I was thinking about this week.

I think listening and understanding is super underrated, especially these days. And just one quick quote that I was just reading about seek first to understand only then can you be understood. That comes from this really small book I have called seven habits of highly effective people. Have you read that book? No, I have not. I try to stay on here for home. Some from books that...

275 - AI Made Writing Cheap, Listening Just Got More Valuable (Maitri Sheth, Hubspot)

Transcript

Built for investment professionals

Every day you wait, your competitors are finding
edge in conversations you're not hearing.

275 - AI Made Writing Cheap, Listening Just Got More Valuable (Maitri Sheth, Hubspot)

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.