My unlikely journey as a PMA Ambassador: From content creation to event planning

I've always admired those who can effortlessly organize events. Seriously, how do they do it? 

They plan every minute in detail, ensure the content aligns perfectly with the messaging, and somehow make sure both attendees and speakers walk away feeling enriched. 

Just the thought of coordinating the unplannable and managing the unpredictable gives me chills.

Little did I know that I'd soon find myself in those very shoes. In this article I’ll walk you through my journey as a Product Marketing Alliance (PMA) Ambassador, my roles and responsibilities, and how I successfully planned and executed my first product marketing event.

A little (or not as little) backstory

As a product marketer (PMM), I typically showed up at events as a speaker or subject matter expert alongside the product lead. But during my time at a startup, I had to juggle an additional role: event planner. 

For almost a year, on top of my PMM duties, I had to dive headfirst into the chaotic world of event planning. And let me tell you, it was terrifying. I was working around the clock with event organizers, internal teams, and customers. 

The events were mostly outside the EU, which added an extra layer of complexity in coordinating across different time zones and cultures. The relentless pursuit of perfection in every detail still haunts my dreams!

It's safe to say that event planning is not my cup of tea. So, when I was offered the chance to become a Product Marketing Alliance Ambassador, and I had to choose between Content or Chapter Lead, the decision was a no-brainer. 

The thought of being an event ambassador? Absolutely not! 

The idea alone was enough to make me break out in a cold sweat. On the other hand, becoming a content ambassador felt like a perfect fit.

So, here I am, Romania's first Product Marketing Alliance Content Ambassador, proudly waving the flag for my home country and headquarters! 

This role feels like a natural extension of my skills and interests, allowing me to focus on content rather than the nerve-wracking intricacies of event logistics. It's a world where I feel comfortable and in control – much more my cup of tea.

A surprising turn

However… Despite my aversion to event planning, fate had other plans. A couple of months ago, I found myself organizing the first Product Marketing training event in Romania. 👀

Partnering with the Institute of Marketing, an accredited study center of the Chartered Institute of Marketing, we hosted a full day packed with insights on go-to-market strategies, practical know-how, and networking. It was called “Product Marketing Day”. 

The event was a success, with participants showering us with positive feedback. It felt incredibly rewarding to see our efforts resonate so well.

“It was a very successful event, and I really enjoyed it. I’ll try to promote it as much as I can in the future. I learned a ton of things that I can’t wait to put into practice every day. I didn’t realize how much I didn’t know, but somehow, I feel like I’m on the right track." – Product Marketing Day participant, June 2024

One of the most fulfilling aspects of the event was reconnecting with my former team from a global cyber-security company. They didn't just participate; they played a pivotal role, leading panels and workshops on critical topics like go-to-market strategies, market positioning, and value propositions. Seeing them take the stage and share their expertise was a proud moment.

This event also provided a fantastic platform to discuss the broader PMA community, certifications, and initiatives like the mentorship program. The impact of the event extended beyond just sharing knowledge. 

Several attendees were already PMA members, while others joined the community afterward, inspired by the discussions. Some are even contemplating becoming ambassadors, mentors, and mentees themselves. 

I've been a mentor within the PMA for more than a year, and it's been rewarding. You can find more about my mentoring experience in this PMA interview.

Stepping out of the comfort zone

This journey from content creation to reluctantly embracing event planning has been full of surprises. It's taught me that sometimes stepping out of your comfort zone can lead to unexpected growth. 

While I may still prefer the comfort of content creation, with the right support and a little courage, even the most daunting challenges can become valuable learning experiences.

Tackling stage fright

Everyone has stage fright, but events like Product Marketing Day give us a chance to face it head-on. It's an incredible opportunity to step on stage and share our passion for product marketing with an engaged audience. 

In fact, a bit of nervous energy is normal and can actually enhance your performance. Make sure to channel it into enthusiasm for your topic. If you're worried about being in the spotlight, here are some great tips on how to present confidently (even if you’re not).

Boosting your product marketing skill set

When you're on stage talking about a topic, it's crucial to research other perspectives and methodologies and get yourself up to speed with what’s shaking in the industry. Even though I've been certified in Product Marketing Metrics by PMA and have spent the last 10 years building and scaling PMM measurement frameworks, this was my first time presenting on the topic outside my organization. 

My presentation on product marketing OKRs, KPIs, and Metrics allowed me to gather feedback and learn how others tackle similar challenges. Plus, I was lucky enough to get my hands on the latest State of Product Marketing report which was released just days before the event! This added fresh insights to my talk.

Content or event ambassador? Why not both?

If you're on the fence about becoming a PMA ambassador and can't decide between content or events, don't stress too much. Blending both experiences is easier than it seems! 

If you're already organizing PMM meet-ups in your city, you can always push content ideas for the blog. 

And if writing is your thing, you can contribute to the blog while also finding opportunities to connect with fellow product marketers and help build a thriving community through various activities.

Motivating product marketing teams

As product marketing leaders, we’re always searching for new ways to keep our teams motivated and engaged. While there are countless strategies to enhance product marketing performance, nothing beats the magic of a live, in-person event! 

My PMM team was the driving force behind this idea. Their enthusiasm and push for hands-on learning inspired me to step out of my comfort zone. After many online training classes, they were craving in-person opportunities (without breaking the bank!), so organizing an event right here in our city was the perfect solution. It’s incredible how a bit of team inspiration can spark something amazing.

“For the 2025 edition, I’d love to learn more about stakeholder management, remote sales enablement, and positioning.” – Product Marketing Day participant, June 2024

That’s a wrap

We’re already gearing up for the 2025 edition of Product Marketing Day. We’ve been soaking up all the feedback from this year’s event and are planning to bring in even more speakers to help grow our community. 

Partnering with the Institute of Marketing in Romania, we’ll be hosting more webinars and panels throughout the year to exchange ideas, fill knowledge gaps, and strengthen the product marketing scene here.

Product marketing is still a relatively new field in Romania, but it's gaining momentum, especially with the surge in digital marketing and tech talent. This event taught me a valuable lesson: if there’s nothing out there, don’t wait for someone else to make it happen. 

Roll up your sleeves and get to work. It’s incredibly empowering to give back to the community! And remember, you can’t control every detail of an event – and that’s perfectly okay. You’ll tackle problems as they arise and keep moving forward.