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Gusto
About
Gusto, Inc. is a company that provides a cloud-based payroll, benefits, and human resource management software for businesses based in the United States.
Insights from the Gusto undefined Team
Leah Brite
Gusto Head of Product Marketing, Employers
Gusto’s Head of Product Marketing, Core Product, Leah Brite on B2B Product Marketing KPI’s + Stakeholder Management
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“Do not be shy about being curious - if something is not obvious, ask the question.” - Leah Brite In this week’s episode Mary sits down with Leah Brite, who leads PMM at Gusto. Tune in to hear Leah’s perspective on being a woman in the tech industry, how she organizes her team based on the au......more
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
In my experience, it depends more on the actual people you work with vs the function. I have had both incredible sales and product partners that understood the big picture, were always down to collaborative and problem solve together, and where we could openly talk about areas of disagreement. Th......Read More
495 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
One of the most important things that PMM can do to drive cross-functional alignment (whether remote, hybrid, or in-person) is to keep the customer at the center of the conversation. By operating as a customer evangelist, we can bring data-driven, customer-centric stories to the forefront and get......Read More
360 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
Here are a few things to think about: 1. Consider how you are briefing in the work to get alignment upfront on the ask and the criteria. 2. Related, bring them along on the insights journey to empower them to design in a way that will hit the mark for your target customers. Link them t......Read More
419 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
A few things come to mind to try: 1. Create a brief for the sales enablement assets upfront. Succinctly outline what your objectives are in priority order, who the target audience is, and some brief details on what’s important and likely to appeal to them. 2. This brief is also a great......Read More
1016 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
We break down product marketing’s work into four buckets and work with product as follows during each of the phases: 1. Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market......Read More
8870 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
My advice is to separate the ship and launch functions. In my experience when they are paired together, there is so much unproductive internal thrash when eng encounters delays and all the downstream teams have to re-adjust their plans. Instead, group new products and features into larger campaig......Read More
623 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 29
A variety of tools can be helpful in getting stakeholders aligned on the marketing strategy – the key to them all is that they are based on data and customer insights. When you are articulating your strategy, provide links to supporting research, personas, shopper journey’s, etc. These should art......Read More
795 Views
Leah Brite
Gusto Head of Product Marketing, Employers • October 1
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......Read More
1388 Views
Leah Brite
Gusto Head of Product Marketing, Employers • October 1
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......Read More
422 Views