Product Marketing Associate → Sr. Product Marketing Associate · Feb 2022 – Oct 2024
Public sector go-to-market for a real-time information platform
About
Dataminr’s AI platform detects breaking events and emerging risks in real time from over a million public data sources. First Alert is its public sector product, used by government agencies, the military, law enforcement, first responders and higher education.
The challenge
I was hired to drive adoption of First Alert through a land-and-expand motion, launching new AI-powered features before AI went mainstream. Buyers ranged from watch-room analysts to executive officials, and the product was deeply technical. My manager and I were the whole product marketing team, supporting 90+ sales and CS people across Canada, the U.S. and EMEA.
$37M
Pipeline contributed to by enabled teams, H1 2024
90+
Sales & customer success team members enabled
17%
Increase in product adoption from AI feature launches, FY2023
Some of the work
Defence customers needed relevant, actionable alerts anywhere in the world, around the clock, with security and compliance to match. I reframed First Alert for armed forces buyers around confident decisions that protect facilities, assets, and lives, and backed the claim with the platform’s security certifications, giving sales a defence-specific story for conversations with armed forces buyers.
Prospects can’t picture a real-time alerting product until they see it work on an event they recognize. I built a timeline from First Alert’s coverage of the February 2024 dengue emergency in Rio de Janeiro, showing how early signals added up to a clear picture as the situation developed, so prospects saw First Alert’s value before they ever saw a demo.
