Jesse Lopez

AMA: Brex Director of Product Marketing - Travel and Expense Management, Jesse Lopez on SMB Product Marketing

October 17 @ 10:00AM PST
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Brex Director of Product Marketing - Travel and Expense Management, Jesse Lopez on SMB Product Marketing
Top Questions
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?
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 18
One of the core benefits of self-serve marketing is faster and cheaper growth when done right. Self-serve product marketers should proactively propose, test, and iterate new marketing approaches to make their funnel faster and their acquisition costs lower.   At Square, I focused on improving ......Read More
389 Views
1 request
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 18
Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content. Some questions to consider as you equip sales with content and insights: ......Read More
765 Views
1 request
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 18
Targeting SMB vs. Enterprise buyers should take into consideration their buying journey - some things to consider as you build product marketing plans for these segments include: Self-serve vs. sales-led motion: Equip your prospects with the right content across your funnel and adapt informati......Read More
382 Views
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What are keys to enabling your service partners to sell your product to SMB customers?
Our sales team is focused on mid-market / enterprise and our partners drive our SMB revenue.
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 18
First and foremost: Align with your service partners what value their service and your solution provide to SMB customers. This joint value proposition should be the cornerstone of your selling process as that ensures both parties benefit from the partnership. Prioritize working with your servi......Read More
663 Views
1 request