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AMA: BlueVine Sr. Director Product Marketing, Anna Wiggins on Self Serve Product Marketing
January 18 @ 9:00AM PST
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BlueVine Sr. Director Product Marketing, Anna Wiggins on Self Serve Product Marketing
Top Questions
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
Product UI real estate is a powerful, contextual tool in introducing new launches. Your customers are most engaged and most likely to take action on your new launch when they are already in the product. And this is especially true for a self-service model because frequently this is the only way c......Read More
393 Views
2 requests
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?
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
This will depend on your goals for the beta. Does the product team just need to test the product for bugs or are you establishing product-market fit? If you are testing the bugs, you can run the beta for a few weeks. In this case, you likley don’t need customer feedback because you can use your ......Read More
447 Views
3 requests
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.
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
Optimizing onboarding becomes very important in a self-serve model because you don’t have the benefit of a sales team to guide prospects through sign-up and onboarding funnels. It’s great that you already have a list of new users who dropped off because you can start collecting insights by looki......Read More
526 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
The ideal scenario is that product and product marketing have shared adoption KPIs because this creates greater investment and accountability from both groups. If that’s not the case, product will tend to focus on post-login KPIs such as MAUs and DAUs. Marketing will focus on pre-login KPIs such ......Read More
457 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
I actually answered a few questions on having a seat in the product development process in a previous Sharebird AMA on Influencing the Product Roadmap. Visit this link to check it out: https://sharebird.com/h/product-marketing/ama/manychat-sr-director-product-marketing-and-content-anna-wiggins-on......Read More
354 Views
1 request
What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
This will depend on why you are collecting the feedback and what you hope to get out of it. NPS is certainly a powerful tool to get a quick and consistent read on whether your customers are satisfied with your product. However, NPS surveys are generally only a few questions. You’ll find out wha......Read More
381 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
There are product-led companies that also have sales and marketing funnels. I would say marketing and sales funnels are key to the success of many product-led companies. To answer your question, the biggest difference is that in a self-serve company you will be focused on product marketing at......Read More
711 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
Whether you work on a self-serve or a sales-driven product will, in a way, define the type of product marketing you'll do. In a sales-driven organization, most of your product marketing activities will enable sales or account management teams. Your metrics will be focused on the sales team's succ......Read More
379 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 18
There are a few ways to collect customer insights. First, you can look at your own data to understand how your customers are using the product and what they are doing on your site. Tools like Google Analytics, MixPanel, Crazy Egg, and Segment are great for journey mapping customer behavior at sca......Read More
443 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?
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • January 19
Similar to my earlier answer, product marketers who work on self-serve products are mainly focused on communicating with customers at scale - since this model relies on broad-based channels to interest, educate, and retain customers. Your website, product UI, and resource center will be doing a l......Read More
383 Views
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