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AMA: Braze Vice President Product Marketing, Kelsey Nelson on Growth Product Marketing

November 20 @ 10:00AM PT

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👋 Kelsey Nelson

Hi all, my name is Kelsey Nelson. 👋

💼 Job: VP of Product Marketing at Braze, formerly Okta, startup comms and Teach for America

📍 Location: New York, NY

🍦 Favorite ice cream flavor: Mint Chocolate Chip

Any tips for building a Growth Product Marketing function in a fast growing early stage startup? And what departments (customer support, product, education) should you partner with?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

I'd first start by being clear on the outcomes you're trying to achieve with this cross-functional growth function, and build your growth PMM charter around that goal. So...

1766 Views

3 requests

Where do you see the future of Growth & Product Marketing heading? What skills will a future Growth & Product Marketer need, that he/she doesn't have today?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

As we have more data available to us about the customer journey, we have a lot more opportunity to partner with growth marketing and growth product management to drive ta...

3652 Views

3 requests

Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

I believe all product marketers today would strongly benefit from having a growth mindset and skillset -- but whether or not that's the entire charter of their role depen...

1480 Views

3 requests

How do growth PMMs partner with growth PMs? What are the primary duties of each and what are the handoff points?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

Ideally both a PM + PMM have a shared north star metric, e.g. revenue, potentially in the form of free trial conversions; adoption/usage; upsell/cross-sell; etc. (this sh...

1589 Views

2 requests

What is product marketing's role in a product-led growth company?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

I would not say it is wildly different from a PMM's role in a more traditional sales-led company -- you still need a deep understanding of your customer, market, and prod...

2998 Views

3 requests

How should Product Marketers work with Growth marketers in terms of KPIs, boundaries, north star metrics, activities?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

Ideally you are aligned with Growth (and Product) on your north star metric/KPI -- e.g. we're trying to drive more pipeline in xyz segment; increase acquisitions through ...

1107 Views

2 requests

Can you share some growth hacking tactics that work for boosting product adoption?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

The magic here is getting very specific as to the steps that are required to achieve 'hello world' and sophisticated adoption. Is there a key integration step that is cau...

1443 Views

1 request

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

Kelsey Nelson•

Wiz Senior Director Product Marketing • 1y

I'd leverage your Growth partners to help you show quantitative value of PMM initiatives. Often as PMMs we are the fuel for other parts of a GTM motion: we provide traini...

1118 Views

2 requests