Product Marketing
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Gusto

Gusto

Top Team Awards
Winter 2020
Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Gusto, and how do you measure it?
MessagingFollow Leah
How do you drive alignment across the exec team on messaging
Head of Product Marketing, Core Product at Gusto
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...more
Product MarketingFollow Leah
Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?
Head of Product Marketing, Core Product at Gusto
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...more
Product MarketingFollow Leah
How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?
Head of Product Marketing, Core Product at Gusto
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...more
Product MarketingFollow Leah
I’m the first PMM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?
Head of Product Marketing, Core Product at Gusto
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...more
Market ResearchFollow Leah
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?
Head of Product Marketing, Core Product at Gusto
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...more
Product MarketingFollow Leah
How does self-serve product impact product marketing function?
Head of Product Marketing, Core Product at Gusto
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...more
Product MarketingFollow Leah
What is an important KPI that you see product marketing teams completely missing?
Head of Product Marketing, Core Product at Gusto
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, ...more
Product MarketingProduct LaunchesFollow Leah
How do you break down responsibilities and KPI's for product launches between demand gen and product marketing?
Head of Product Marketing, Core Product at Gusto
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...more
Leah Brite
Head of Product Marketing, Core Product at Gusto
June 30, 2021
Greg Davis
Lead Product Marketing Manager at Gusto
December 4, 2020