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Liza Sperling
Head of Product Marketing, UpworkLiza Sperling
Head of Product Marketing
PMM Interviews with Upwork’s Head of Product Marketing, Liza Sperling
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Upwork is the world’s work market place with over a whopping 12 million
registered free lancers and 5 million registered clients. Liza Sperling is the
head of Product Marketing and she oversees development, growth, and scale of the
product marketing team.
“As PMM’s it’s not our job to follow...more
Liza Sperling
Head of Product Marketing
Head of Product Marketing
* Conversion rates across the funnel - Did the messaging drive the desired
actions at each customer touchpoint from initial engagement to sign
up/trial/purchase
* Landing pages, emails, posts, and ad performance - How did individual assets
and channels perform relative to benchmarks?
...more
Head of Product Marketing
In general, I don't think you can determine that a platform approach makes sense
or begin developing platform positioning and messaging until you know more about
your product(s) than just capabilities. First I’d develop positioning and
messaging for your product(s), including clearly defining you...more
Head of Product Marketing
I love this question because balancing what feels like competing goals is one of
the most challenging aspects of being a product marketer. The reality is that
these aren't competing but complementary goals, and it's our job to do both --
deeply understand our customers' needs AND develop clear, c...more
Head of Product Marketing
We generally start with the launch goals and then define more granular metrics
leading up to the launch goals to measure the effectiveness of our messaging.
Here are some initial ideas to consider:
* Conversion rates across the funnel - Did the messaging drive the desired
actions at each cu...more
Head of Product Marketing
Positioning is a strategic internal exercise to define how your offering is
uniquely differentiated relative to market alternatives. Positioning informs all
messaging.
Messaging is external language crafted to communicate and reinforce your
positioning. Messaging is dependent on well-researched,...more
Head of Product Marketing
With a team of two product marketers, I'd opt for collaboration. Why? Well,
product marketing teams are small, but collaboration is how we make 1+1 = 3.
Differentiating your roles by function on a small team doesn't make sense,
especially for foundational, strategic exercises like positioning and...more
Head of Product Marketing
It's a good idea to start with overall product positioning and messaging ("P&M")
as a foundation for general or evergreen marketing channels and campaigns.
Channel owners can then leverage the guidance to craft channel-specific
messaging tailored for each channel and audience that ladders up to t...more
Head of Product Marketing
Getting feedback from stakeholders is valuable to capture insights and feedback
from customer-facing teams and to foster healthy internal partnerships. That
said, positioning and messaging by consensus is one of the biggest mistakes a
product marketer can make. To avoid this, set clear expectatio...more
Upwork Product Marketing Leaders
Liza Sperling
Head of Product Marketing
Matthew Ventrella
Product Marketing Manager