TikTok

TikTok

Insights from the TikTok Product Marketing Team

ShiQi Wu
Head of Product Marketing, Southeast Asia
Its important that any activation you do is aligned with sales on goal to either drive revenue or grow product adoption (usually because there is evidence it works better for clients). In general if we do sales enablement there are 3 buckets to consider. Being tactical can also be part of buildin...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
I think there's a similar question above on measuring KPIs. Please refer to it. But essentially I'll look at 2 parts  1. Whether sales has received the information * Attendance rates, Tests/Quizzes to capture main points, engagement rates during the training, feedback post the training and ...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
Getting buy in is an exercise on understanding who to influence and what to do to influence them. A couple of things I think about are  * How do I align the sales enablement plan with sales leads to get a commitment on either revenue, adoption or being the executive sponsor for what you plan...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
This is a tough one. I work mainly on Southeast Asia which is made up of multiple regions and languages. With minimal resourcing, we tend to do a large online training once a week with the intention to reach as many sales folks as person.  * We then try to get feedback from the team or the sale...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
I believe we should be working closely with marketing teams to amplify all the internal work to an external facing audience. This can be in the form of pitch decks, one pagers, workshopts etc that externalizes the content and message we are trying to launch to market. For Go-to stack of sales e...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
This depends when the product is being launched. Its hard to be competent if they have not “sold” the product. So usually 1-2 weeks ahead of large product launches. This also gives us time to collect questions, ensure we are answering as many FAQs as possible and preparing proper objection handli...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
I’ll break this down into 2 parts even though this might be simplified after all sales enablement likely will have multiple parts depending on importance of product. * Whether sales has received the information * Attendance rates, Tests/Quizzes to capture main points, engagement rates ...more
ShiQi Wu
Head of Product Marketing, Southeast Asia
Here’s how I see both roles coming together  * Both: Either can bring up if there’s a topic of interest either from sales or there is a specific product activation/training need * Sales enablement – Expertise is to ensure curriculum design and also project managing the entire process...more
1. Is the business taking a product to market, trying to achieve product market fit, or accelerate demand? I recognize that some teams might say, "All 3!" but if you had to pick one, what's most important?  2. Based on the answer above, product marketing can flex towards supporting product vs....more
My first piece of advice: Talk to your direct manager about this and make it known that a) you're interested in becoming a manager b) you'd appreciate any professional development they can provide in this area. The reason I call this out to start is because it's not always clear or obvious to man...more
TikTok Product Marketing Leaders
ShiQi Wu
ShiQi Wu
Head of Product Marketing, Southeast Asia
Alexa Scordato
Alexa Scordato
PMO
Feng Hong
Feng Hong
Global Product Marketing Manager