No One Reads Messaging Docs, w/ Libby Lienhoop

Libby Lienhoop thinks the name of this show is wrong.Now the Director of PMM and Sales Enablement at Conquest Planning, she first started out her career selling newspaper coupons in San Francisco, moved into tech sales, and watched one great product marketer run enablement until she knew that was the job she wanted. Product marketers are the connective tissue between the product and the market. Her words, not ours, and here's the kicker: AI just made the good ones more important. Do you agree? We get into this next conversation, with Eric's favorite topic: why the messaging doc in your Google Drive is dead weight, and from there, jump to what to build for sales instead, helping see why website copy alone doesn't convert a sales call to closed-one. If you've ever written a messaging doc and wondered who read it, start here.Show Notes00:00 Welcome: Eric, Zach and Gab00:53 Meet Libby Lienhoop, and how to actually say her name02:44 Gab asks: are product marketers actually marketers?03:14 Libby: PMMs are the connective tissue between product and market03:53 She started in sales, so why marketing?04:22 Selling newspaper coupons in San Francisco05:44 The product marketer whose enablement sessions sold her on the job07:17 The layoff that opened the door to marketing08:34 Her beef with marketers: the billboard isn't the sales conversation09:08 Sitting in on power-dialing sessions with the sales team10:14 No laptop, desktop only: the old-school sales floor10:58 How a boss from her coupon days brought her into ClickUp13:09 The new role: product marketing for a fintech company building AI for financial planners14:44 Why fintech is ripe for AI15:58 What's a PMM worth in the age of AI?17:32 Gab: PMMs will be managing agentic workflows18:04 The just-in-time sales deck, and why no one reads the messaging doc18:48 Eric's messaging docs: put them in the AI tool everyone already uses19:57 New market, new job: process gap or knowledge gap?21:33 Bringing a fast company's pace into a new one22:48 Two interview roadblocks: industry experience and "too long at one company"23:51 Listen to your gut, then set expectations out loud25:19 Turning four years at one company into a story27:03 The 30/60/90 plan, and Netflix's keeper test28:37 The B2B version of MySpace's top eight29:18 When AI takes your job anyway31:05 There's no one-size-fits-all way to handle a layoff32:03 Take a beat: the cortisol levels are real32:57 Where to find LibbyMentioned in the episodeLenny's Podcast, How Netflix builds a culture of excellence (Elizabeth Stone): https://www.lennysnewsletter.com/p/how-netflix-builds-a-culture-of-excellenceNooks: https://www.nooks.aiFind and connect with Libby on LinkedInhttps://www.linkedin.com/in/libby-lienhoop-9b686442/Hosted on Ausha. See ausha.co/privacy-policy for more information.