Sentry

Sentry Overview
Website: sentry.io
Employees: 150
Headquarters: San Francisco, CA
Founded: 2011
About
Self-hosted and cloud-based error monitoring that helps software teams discover, triage, and prioritize errors in real-time.
Insights from the Sentry Product Marketing Team
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing, SentryOctober 6
Here's my process, I * Conduct customer and prospect research (exec team will be more likely to be bought in with data - especially from your key personas and customers)  * Consolidate findings and prepare a messaging brief using the framework we landed on.   * Present those findings to and get feedback from key stakeholders - including marketing leadership, sales, and product team - and (most importantly) customers  * Incorporate feedback into the final messaging brief  * Present messaging to leadership along with the data and the 'why' behind the messaging. Present ro...
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing, SentryOctober 6
* Partner with digital marketing to understand the source that drove the user to your property, the actions they took before converting, and the page they converted on (or where they dropped off). * Map out the customer journey from when landing on the website to sign up to active/conversion. Look for the biggest drop-offs and partner with the growth team to A/B test the experience and messaging. * Measure time to conversion. For example, if 10% of new signups are converting to paid in the first week, take what you learned from digital marketing and isolate where these ...
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing, SentryOctober 5
This is pretty common. In my previous life as a PM and now as a PMM, I don’t try to manage the product team and the schedule. I try to get ahead of these challenges by announcing new capabilities while they’re in development and positioning it as “coming soon”, then continuing the drumbeat all the way from the beta release to general availability. This allows us plenty of flexibility when it comes to timelines shifting. It seems to be a common pattern across our industry too. You’ll see companies announce new features and products at their user conferences, but the products are not ready t...
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing, SentryOctober 5
It’s all about making sure the PMM and PM team have shared goals. And in the event an interesting opportunity arises, you can build a business case that supports accelerating achieving your shared goals. In my case, PM and PMM are aligned on revenue and adoption goals. For example, when I first started at Sentry, we had an opportunity to build a partnership with another large service that was in our space but not a competitor. A partnership would lead to perpetual distribution to their audience via their products along with features on their blogs and newsletters. However, in order for us ...
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing, SentryOctober 5
I try to think of our role as Contextual Educators. We’re responsible for providing the best first impression through content and being able to communicate the value of our product well enough to encourage someone to sign up or start a trial. That means testing messaging at scale across multiple audiences, evaluating and owning onboarding email sequences, and analyzing funnel metrics to update/build the ideal onboarding flow to ensure a new or existing customer is successful in achieving their jobs to be done. But our role doesn’t end at conversion, we need to educate continuously. I work ...
Elain Szu
Elain Szu
VP Marketing, SentryApril 8
Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts require persistent campaigns over a longer period of time, so the key is to establish a baseline and come up with a few metrics to showcase along the way. Your end goal is to show that rising tide (your brand perception) is lifting all boats (including the revenue engine that is your GTM team).  That baseline is often best established with a Brand Perception study. You can do a lightweight one yourself on your site, especiall...
Elain Szu
Elain Szu
VP Marketing, SentryApril 8
You've hit upon one of the reasons why marketing in tech is a neverending challenge (and the fun part IMO). I think the best marketers have both strong analytical skills and grasp how to build long-lasting brands based on an emotional connection with their customer. If your goal is to one day lead marketing more broadly, you absolutely need to demonstrate that you can build a brand beyond the product marketing itself.  I think a strong brand requires a consistent identity and tone that emphasizes: 1. Specificity (what) 2. Resonance (why) 3. Emotional connection (how) But the foundat...
Elain Szu
Elain Szu
VP Marketing, SentryApril 8
Your brand story is often rooted in how your company's core mission solves a critical customer problem. So in order to tell a unique and compelling narrative, you want to look at the company's core product DNA, tell an excellent story about how that landscape for that problem has evolved and continues to evolve, and link it to your audience's core need.  * Why do you exist - what's the core problem or issue * For whom is your product roadmap built - often times it's one of your founders in tech * How is your product vision going to deliver this uniquely and consistently - easier s...
Elain Szu
Elain Szu
VP Marketing, SentryApril 8
This is one of my favorite challenges when you're developing brand positioning and you can apply to a singular product area, as well. You can't prevent them from copying messaging -- but you can establish that you are the only credible player to deliver that positioning. Credibility comes from all the core product (or platform) value. This is better as a white board exercise, but imagine your brand positioning statement and your 3 reasons-to-believe (RTBs) underneath it. A competitor can copy one or even two of those RTBs, but the combination of all three should uniquely support your value...
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise, SentryMarch 25
It depends on what the campaign or asset is. As a platform, we try to be as tool agnostic as possible. That said, there are certain times where adding a partner adds value/context to the narrative or campaign.  Things to consider:  * Can the partner provide subject-matter expertise and enhance the narrative? * By positioning your brand alongside this partner can it provide credibility to your campaign? * Will the partner unlock additional reach with the target audience? An example where it made sense to include partners was our Platform of Independent’s campaign. The inclusion of p...
Sentry Product Marketing Leaders
Elain Szu
Elain Szu
VP Marketing
Rahul Chhabria
Rahul Chhabria
Director of Product Marketing
Alexandra Sasha Blumenfeld
Alexandra Sasha Blumenfeld
Product Marketing Lead, Enterprise