Redox

Redox Overview
Employees: 180
Headquarters: Madison, WI
About
Grow your health product using the Redox for EHR integrations. Redox's network connects you to hundreds of providers and makes adding new ones faster than any other solution.
Insights from the Redox Product Marketing Team
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
Oh this is fun! Adding new features and or functions to grow into a new market or persona is a great way to grow. The sales team on the other hand may not get excited for it, this is new things to learn, new messaging, new persona when they might have gotten used to the last one. I position this as a new market and new sales goals that will increase their effectiveness and they get to make more money off commissions. So I usually show them the size of the new market or how many of these persona's there are in the industries we are going after. Once they realize how big the growth opportunit...
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
So I have done a lot of work with Profit Well, they have some great frameworks and suggestions for building Pricing and packaging. The ideal scenario for me is to find out what I am building towards, what is our goal. Is it a land grab, are we just trying to get as many people as possible or are we building towards revenue and that is the biggest driver. From there you should be able to find the framework that either brings in more registrations or optimizes for revenue in order to make sure you are hitting company goals. But if you haven't checked out profit well, I highly suggest them!
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
So I am actually not sure this should be split, the best companies I have ever worked at Product Management and Product Marketing shared these numbers and it was our goal as a team to impact these. Now not every company looks at it this way, some just want to know the impact YOU as a single person or team are impacting. So I usually talk about owning registration numbers, second week retention numbers and have the product teams focused on the MAU and DAU numbers from there out and work with them to make sure they are retaining. 
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
This is my number one problem that I run into with Product Teams when entering new companies or teams. Product Marketing is part of the Product Team, I had a great Product Manager that used to tell me that I was a capital "P" not a capital "M" meaning Product always comes first. So I have impacted this in a few ways, I started requiring Marketing Requirements documents to be attached to the Product Requirements or Epics my product teams were making. This ensured that the engineering team knew who we were building it for, how big the market was that we were going after with this feature or f...
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
This is hard, Product Marketers should have even more of a hand in a Product Led Organization. Your team should be the market expert on who this is being built for and why and how do we position what we are building to impact the customers coming in. With that being said, sometimes Product Marketing does not get a seat at the table in these decisions, from here I would use your data to tell your story, your customers journey should be seamless and straight to the point so they know what they are getting. Dig deep into that customer journer, find out the places where they are falling through...
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
Our team always looks at negative feedback and incorporates it in product roadmap decisions... BUT there is one rule that myself and my teams always use in these feedback sessions. 1 is not a constant, meaning that if it is just one negative feedback we don't use it, as this doesn't mean scale, this could just be an issue with this customer and no one else is feeling it. So we look at critital mass of feedback or reviews around the same topic. As a Product Marketer you need to take the good with the bad and you can find great learnings and growth in negative feedback. My favorite custmers a...
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
This is a fun question! Creating new functions that could have a massive impact but you are unsure of is fun and also can be scary. So the goal here is to look for as much data as possible to evaluate the risk! I always start with what are we trying to build and who are we trying to build this for, once I have the persona's I typically like to go out and find groups of these persona's that I can do a quantitative analysis through surveys asking how much of an impact this will have, I also like to find out the depth of these particular risks is this a "nice to have" or a "MUST HAVE" feature....
Aaron Brennan
Aaron Brennan
Head Of Product Marketing, RedoxApril 6
First off, Hey everyone! Nice to be doing this AMA with everyon and we will kick it off here with How do you influence the Product Roadmap and a PMM. So this is a great question and I build and strategically place my teams with the Product Management teams in order to make sure that we have this communcation structure in place to impact the roadmap. In order to influence a product roadmap the best course of action is to build out your initial go to market strategy, build out a TAM so that you know what the total addressable market is. From there as the roadmap is being built certain feature...
sharebird
Aaron Brennan
Head Of Product Marketing at Redox
Redox Product Marketing Leaders
Aaron Brennan
Aaron Brennan
Head Of Product Marketing