From Jack of All Trades to Niche Mastery in PMM, with Rob Kaminski

Episode Description:

In this episode of We're Not Marketers, we’re diving deep with Rob Kaminski, one-half of the dynamic duo behind Fletch PMM. Rob’s journey is a masterclass in transitioning from a generalist’s toolkit to a hyper-focused niche, unlocking unparalleled expertise along the way.

Together, we explore the unconventional path that led Rob and his co-founder Anthony Pierri to redefine positioning and messaging for early-stage SaaS companies, focusing on the all-important homepage.

What you’ll learn:

How to start building a market map and niche down effectively.
Why being “too broad” can sabotage your positioning (and how to avoid it).
The surprising power of debating with a partner to spark innovation.
Why specificity is the ultimate superpower in product marketing.
A behind-the-scenes look at Fletch’s process of refining their service and attracting their first 25 clients.
And, hear Rob’s take on ‘how to position a platform’, specifically the same Q we asked April Dunford last month. Who’s answer will you like more: Rob’s or April’s?

Whether you’re a product marketer looking to sharpen your craft, an aspiring fractional PMM, or just curious about what it takes to truly differentiate yourself in a crowded market, this episode is packed with insights, inspiration, and actionable advice.

Tune in to hear Rob’s honest, no-holds-barred take on finding your focus and making it count.

Show Notes

01:34 Introducing the Special Guest: Rob Kaminski

02:32 Rob Kaminski's Career Journey

04:36 The Role of Product Marketers

06:25 Challenges in Product Marketing

07:50 Importance of Execution in Strategy

10:41 Navigating Internal Influence

13:46 The Value of External Perspectives

17:58 Building a Fractional Service

19:57 Experimentation and Iteration

24:14 Starting and Scaling a Fractional Business