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Leah Brite

AMA: Gusto Head of Product Marketing, Core Product, Leah Brite on B2B Product Marketing KPI's

September 30 @ 10:00AM PST
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Gusto Head of Product Marketing, Core Product, Leah Brite on B2B Product Marketing KPI's
Top Questions
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
I’d start by doing a listening tour. Understand where they are in their PMM learning journey (have they worked with PMM before? How much do they know about the role?), needs or pain points they have, and their expectations of you in the role (not all of which will be correct nor need to be fulfil......Read More
1618 Views
3 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they like to be messaged to, language they use, etc. Show your work -- don’t just include the suggested messaging in the doc; add an......Read More
1332 Views
2 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass......Read More
492 Views
2 requests
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
I’d clarify upfront what they are hoping to achieve with the exercise. Is it for internal knowledge? To publish competitive checklists on your website? What will it mean for them to know how your tech stacks up in the market? Clarifying and getting alignment on how the information will be used an......Read More
537 Views
3 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. Strategic, foundational work is hard to measure. And being so interconnected means that there are heaps of dependencies and vari......Read More
1855 Views
4 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
Rather than a KPI, the things I see teams miss most often is looking at output rather than impact. Before setting KPIs, it is key to establish what you want to achieve and why at an organizational level. After companies set their north star and goals, that should flow into department priorities, ......Read More
1088 Views
9 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
Three big impacts of having a self-serve product include 1 - there is no sales readiness & enablement that is part of the role. That also means you’ll rely more heavily on other methods to drive conversion and adoption. 2 - you likely have access to more data more quickly (larger lead base and sh......Read More
757 Views
2 requests
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersOctober 1
I’d set expectations upfront -- this is all new to us and our primary goal initially will be learning. Start with your hypotheses and treat your work as tests to help you learn faster with more structure. These investments upfront pay off in the long run, allowing you to validate / in-validate hy......Read More
413 Views
1 request