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#26 How to launch a book that sells
We're diving into GTM tactics with Gabrielle, London-based PMM, who knows her way around a book launch.
Senda from tl;dl
August 08, 2025
This week on the PMM Talk series, I sat down with the brilliant Gabrielle, a UK-based product marketer who knows her way around a launch. If you’re in product marketing—or just PMM-curious—this convo is packed with tips on getting to market, staying sane, and making messaging that actually lands.
👋 Meet Gabrielle
Gabrielle kicked off her marketing career in London’s Shoreditch tech scene (hipster coffee and all) and has worked across the board—from email and events to social and SEO. These days, she’s leading product marketing efforts at the Association for Project Management (APM) and doing it with a strategic-meets-scrappy flair we love.
🚀 The Move to PMM: More Than Just a Title Change
Gabrielle’s shift into product marketing wasn’t a sudden pivot—it was a natural evolution. As her team started leaning more into product positioning and strategic messaging, she found herself steering that ship.
One of the big takeaways from our chat? Setting boundaries as a PMM is essential. This is a role that can sprawl fast, and Gabrielle’s learned how to protect her time, focus on what matters, and say “no” when she needs to.
📚 A Book Launch, But Make It GTM
One of the coolest stories Gabrielle shared was about launching a book—Neuroscience for Project Success. And no, it wasn’t just a quick email blast and done. She mapped out a full GTM motion:
Pre-launch hype-building
Dedicated web pages
Targeted social content
Conference activations with the author
It was creative, structured, and high-impact—basically, everything a modern PMM campaign should be.
🔍 Using SEO to Fuel Strategy
Gabrielle also brings a strong digital PR and SEO background to her current role—and it shows. She uses search trends and audience data to shape messaging and product strategy, proving that your “old” skills in marketing can absolutely power up your PMM game.
🤝 PMMs, Don’t Go It Alone
Another theme that came up: collaboration is non-negotiable. Gabrielle makes a point to work closely with sales, product, and customer-facing teams—getting real-time feedback, spotting messaging gaps, and bringing those insights back into the strategy.
Sometimes, the best research isn’t a survey—it’s just being in the room when the customer’s talking.
🎧 tl;dl It Already!
🎙️ Listen to the episode here:
Whether you’re launching a book, a feature, or just trying to get your messaging straight, there’s a ton to take away.
P.S. If you liked this one, share it with your fellow marketers. We love a good forward. 💌