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AMA: Appcues VP Marketing, Eric Keating on Influencing the Product Roadmap

May 31 @ 10:00AM PT

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How can you involve your product marketing team in roadmap discussions early on without being seen as intrusive or kingdom-building?

Eric Keating•

Appcues VP Marketing • 3y

In short, relationships and process. Great product marketing can make a product manager look like a hero. But great product marketing requires getting involved early. It'...

442 Views

1 request

As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?

Eric Keating•

Appcues VP Marketing • 3y

There's no right or wrong answer here. Really depends on your organization's current priorities. For example, if you're going hard in a new product direction, it may make...

409 Views

1 request

As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?

Eric Keating•

Appcues VP Marketing • 3y

Ask them. 99% of PMM<>PM challenges can be resolved by better communication, whether at the individual level or further up the chain of command. "What kinds of insi...

438 Views

1 request

What template do you use when pitching customer/prospect priorities to Product leadership?

We have data points and a long backlog of features that need to be prioritized to help us win. I'm struggling to consolidate it into a consumable format for product to digest and decide

Eric Keating•

Appcues VP Marketing • 3y

I can't really recommend a specific template as I've seen/used a variety of templates over the years and still don't have a strong preference. Here's what I think is most...

442 Views

1 request

How much of your product design is data driven based on product marketing learnings and experimentation vs trusting the word of the designer?

Eric Keating•

Appcues VP Marketing • 3y

If your designer isn't using any kind of data as an input into their design choices, then I'm not sure I'd feel comfortable just "trusting their word" for it. Start by as...

380 Views

1 request

How to convince your product team to create shared OKR's with PMM?

Eric Keating•

Appcues VP Marketing • 3y

This is about strategic alignment. It starts at the top. I've used a number of goal-setting frameworks including OKRs and my POV is that the framework itself is irrelevan...

583 Views

1 request

What are some best practices you recommend for bringing brand creative and product design teams together in a collaborative setting?

Eric Keating•

Appcues VP Marketing • 3y

I love this one! I love it because I'm so proud of the work our teams have done to improve product design <> brand design collaboration at Appcues over the last cou...

2188 Views

1 request

How to anchor product initiatives / influence product priorities based on member journey / customer priorities.

Eric Keating•

Appcues VP Marketing • 3y

If I understand the question correctly, this is about allocating time for journey/experience improvements when PMs are focused on feature/capability development. In short...

412 Views

1 request

Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

Eric Keating•

Appcues VP Marketing • 3y

I'm not the best person to answer this question, but my team interviewed somebody who is. I highly recommend you check out this take from Conor O'Mahony, who served as Kl...

420 Views

1 request