Sharebird
MentorsAbout Us
Sign Up / Sign In
Ask me anything
AMA Page
Eric Keating

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

May 31 @ 10:00AM PST
View AMA Answers
Appcues VP Marketing, Eric Keating on Influencing the Product Roadmap
Top Questions
As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?
Eric Keating
Eric Keating
Appcues VP Marketing • May 31
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 sense to share a lot more about what they should expect over the next 6-12 months than you typically would. That being said......Read More
359 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
Eric Keating
Appcues VP Marketing • May 31
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 Klaviyo's Chief Product Officer at the time of recording: https://www.productled.org/blog/interview-connor-omahony-klaviyo He ......Read More
389 Views
1 request
How can you involve your product marketing team in roadmap discussions early on without being seen as intrusive or kingdom-building?
Eric Keating
Eric Keating
Appcues VP Marketing • May 31
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's your job to help your PMs understand what you need and why, and more importantly, what's in it for them. * Meet with the......Read More
401 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
Eric Keating
Appcues VP Marketing • May 31
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 insights are relevant and actually useful to you? Why?" * "How could I better package/present insights like these?" * "What else ......Read More
398 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
Eric Keating
Appcues VP Marketing • May 31
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 asking your product designer how they make design choices. Ask about what data they use, if any. Maybe they are using adequate da......Read More
359 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
Eric Keating
Appcues VP Marketing • May 31
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 couple of years. Here's what we did: * Establish a #design Slack (insert new chat tool here) channel and ensure all designers are i......Read More
357 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
Eric Keating
Appcues VP Marketing • May 31
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 important: * Establish a dedicated source of truth for this (ongoing) conversation. Every company I've worked at has cu......Read More
411 Views
1 request
How to anchor product initiatives / influence product priorities based on member journey / customer priorities.
Eric Keating
Eric Keating
Appcues VP Marketing • May 31
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, it starts by getting aligned on goals. At the highest level, start with your company's current strategic priorities. What'......Read More
375 Views
1 request
How to convince your product team to create shared OKR's with PMM?
Eric Keating
Eric Keating
Appcues VP Marketing • May 31
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 irrelevant. Success is most often the result of focus and alignment. When done right, product marketers and product managers should be t......Read More
487 Views
1 request