AMA: Airtable Senior Director, Portfolio & Engagement Product Marketing, Christy Roach on Self-Service Product Marketing
November 17 @ 10:00AM PT
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How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
AssemblyAI CMO • 5y
The primary goal of a beta should 100% be focused on improving the product and giving valuable customer feedback to your product, design, and engineering teams. The way t...
2466 Views
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What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
AssemblyAI CMO • 5y
In general, my POV is that any feedback is good feedback and that you should look for it wherever you can get it. That said, some channels are better than others. Here ar...
2546 Views
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How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
AssemblyAI CMO • 5y
You’re right that as PMMs it’s often impossible for us to get our work done without work from another team, often multiple other teams. Part of my advice for doing this w...
1633 Views
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AssemblyAI CMO • 5y
If you’re asking about how self-serve product teams impact my function: I’ve never been at a company where there is a “self-serve product” team. There are some teams that...
2257 Views
4 requests
AssemblyAI CMO • 5y
Having a passionate community of users was one of the things that made me sure that Airtable would be a great company to join. If you see a product that has a huge group ...
2052 Views
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AssemblyAI CMO • 5y
This probably won’t come as a huge surprise, but our most used tool for surveys at Airtable is...Airtable. A lot of our customer surveys are done using Airtable Forms, wh...
2736 Views
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AssemblyAI CMO • 5y
Airtable’s product marketing team has a bit of a unique structure in that we don’t have one “Head of Product Marketing”, we have two. Myself (Self-Serve PMM lead) and my ...
3004 Views
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What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
AssemblyAI CMO • 5y
You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focuse...
3890 Views
7 requests
How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
AssemblyAI CMO • 5y
I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should...
4395 Views
2 requests
AssemblyAI CMO • 5y
This is a great question! It depends on what the new product/feature is, who the target audience is, and what your goals are for the launch but, more often than not, ther...
1900 Views
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AssemblyAI CMO • 5y
There are three main ways that I like to announce features in-product. Please note: I do not recommend you do all three at the same time unless you want your users to fin...
3800 Views
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AssemblyAI CMO • 5y
One of the biggest changes is that I find the relationship with the product team to be different in a product-led growth company. It’s a much closer partnership, focused ...
3636 Views
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AssemblyAI CMO • 5y
Buckle up, I've got a lot of opinions here. I think the first question PMMs should ask themselves is, what unique value do they want to provide to the roadmapping process...
3813 Views
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What questions do you ask users when trying to improve user onboarding from a product marketing perspective?
I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.
AssemblyAI CMO • 5y
I truly believe the onboarding experience is the make or break moment for your product, especially for a self-serve user base. You could have the most incredible product ...
4705 Views
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AssemblyAI CMO • 5y
I'm going to admit upfront that I answered this in a previous AMA, so I'll copy and paste that same answer here. A year later, I can truly say that these continue to be t...
3157 Views
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