Building Product Marketing From Scratch at Trezor
How I built the product marketing function at Trezor as the company's first-ever PMM hire. Frameworks help, but earning trust across the org…
Lauri Hänninen
Product Marketing Lead turning complex tech into stories people actually understand.
Prague 🇨🇿 · Finnish origins 🇫🇮
// ABOUTProduct marketer for things
Product marketer for things
that are hard to describe
I love products that are difficult to explain, the kind that require a bit of thinking before they click. My skill is taking that complexity and turning it into something people actually understand.
Currently, I lead the product marketing function at Trezor, the original Bitcoin hardware wallet company. I focus on guiding PMM strategy and our team to make crypto and hardware security simple and accessible. Before Trezor, I spent years in the analytics space at GoodData, the leading cloud analytics platform, and helped build the product marketing community here in Prague, one of Europe's rising tech hubs.
At my core, I'm a tech enthusiast who firmly believes that open-source code is how we take back control.
10+ years in tech
Across B2B SaaS, B2C hardware, crypto, analytics, and startups.
Founding Product Marketer
Built and scaled Trezor's Product Marketing function from 0 → 5.
PMM community builder
Founded the first Product Marketing Alliance chapter in Prague.
// COMMUNITY
Meetups I've Organized
Building the product marketing community in Prague, one meetup at a time.
Photo 1 of 7: Lauri Hänninen at Product Marketing Alliance Prague meetup dinner
// PRODUCT LAUNCHES
Products I've Launched
Key products I've helped bring to market through strategic positioning, messaging, and go-to-market execution.
Product 1 of 7: GoodData Cloud Platform
Plus countless other feature launches across software and hardware
// EXPERIENCE
Career Journey
// WRITING
Featured Articles
Thoughts on product marketing, analytics, and technical topics published on Medium.
What Is Analytics as Code?
Analytics as code applies version control, CI/CD, and code review to analytics workflows — making them agile, testable, and scalable like an…
ABC of Product Marketing: Positioning, Messaging, and Copy Explained
Understand how positioning, messaging, and copy connect to create impactful product marketing. A practical guide to the three layers every P…
Headless BI: Metric Standardization in Action
See how various data tools access a headless BI platform to consume the same metrics and achieve consistent results, eliminating metric drif…
Analytics as Code: Managing Analytics Solutions Like Any Other Software
Turn your analytics into easy-to-manage, reusable code by applying software development best practices like version control, CI/CD, and modu…
Danger Zone: Inconsistent Metrics at Work
If we can't trust our metrics, we can't trust our data. Why metric standardization is critical to avoiding the danger zone of inconsistent a…
// SKILLS
Expertise & Education
Product Marketing·Go-to-Market Strategy·Product Positioning·Messaging Frameworks·Product Launches·Product-Led Growth·SaaS & Cloud Platforms·Hardware Products·Analytics & Data·B2B & B2C·AI/ML Applications·Security & Privacy·Bitcoin & Crypto
CERTIFICATIONS
Go-to-Market Certified | Masters
Product Marketing Alliance
Product Marketing Certified | Core
Product Marketing Alliance
Product-Led Growth
ProductLed
B2B Messaging
Wynter
Product Management Certified
Pendo
Product-Led Certified
Pendo
Elements of AI
University of Helsinki
PRINCE2
TAYLLOR & COX
EDUCATION
University of Oulu
Master of Science (M.Sc.)
Economics and Business Administration
University of Helsinki
Non-Degree Studies
Computer Science
University of Eastern Finland
Non-Degree Studies
Work and Organizational Psychology