AMA: Calendly Head of Product Marketing, Jeff Hardison on Enterprise vs PLG Product Marketing
January 10 @ 10:00AM PT
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👋 Jeff Hardison
Hi, everyone. I'm the former VP of product marketing at Calendly. Also have had product marketing leadership roles at Clearbit, InVision, and HP.
•👋 Based in: Portland, Oregon
• 🧠 Top of mind: Balancing AI use with what humans do well
• 💬 Ask me about: Anything!
• 🍦 Fun fact: I used to compete in Moth-style storytelling events
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
What's defined as "enterprise" and "mid-market" differs in many companies. Generally, sales leadership works with the executive team to segment which size customers they ...
1008 Views
3 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Stepping back, let's differentiate the enterprise sales motion from the product-led growth motion:Smaller companies have less employees and, therefore, can often easily b...
1771 Views
4 requests
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
My favorite product marketing OKRs are the ones that clearly support the company's OKRs. And the second-best OKRs are ones that are shared with other departments because ...
1257 Views
3 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
I like to measure all marketing in terms of:Outputs: What you did marketing-wise such as sent X emails to whom, created Y social posts, made Z video, etc.Outcomes: How di...
760 Views
3 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Many career climbers recommend being very choosy about where you work. You'll hear advice like "work at a hot/big company first because the reputation will carry you," "c...
845 Views
2 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Ensure you're writing the correct case studies for your business. Align with your executive team — particularly sales and CS — on the types of customer stories they need....
593 Views
1 request
How do you develop in-depth product/feature demos when your company rolls out frequent updates? Are there tools out there that can make the update process cheaper/less time-consuming?
Building out our customer education arm and realize our existing product videos are very high level and do not show actual screenshots due to wanting to avoid having to update. Is there a way where we can still show actual screenshots in our overview videos/create feature demos that can be easily adjusted based on updates?
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
If I had a dollar for every time someone didn't want to help PMM update videos because it's too time-consuming, I'd have enough money to pay a video agency to do it! 😃Per...
1281 Views
1 request
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
In the last couple of companies, what I've done is create a slide that shows the academic definition and jobs to be done in product marketing: research, positioning/messa...
1195 Views
2 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
The No. 1 way you can build trust with cross-functional partners is by listening to them. Try meeting with them at least quarterly and asking:- What have you liked that p...
651 Views
2 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Each quarter, we survey our salespeople and ask them how we did. You can ask questions like:- How would you rate our help from 1-10?- What's something that was very helpf...
797 Views
1 request
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
I like people who stretch themselves and try, despite all of the challenges others may perceive against them. So, I'd ask myself how has this junior candidate tried to be...
511 Views
1 request
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
There are a few things I look for when recruiting enterprise PMMs in a product-led growth company going upmarket (with a sales team):- Have they done enterprise PMM work ...
584 Views
4 requests
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
Account-based marketing started because, for decades, sales did account-based selling. Instead of a salesperson just opening up a list of, say, every financial services c...
932 Views
3 requests
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
There are different types of competitive product research. Therefore, it's important to ask execs who this research is for.Doing extensive competitive product research to...
856 Views
1 request
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
There are two main ways tech companies make money:- sales-led: a salesperson works with a customer and closes the deal (which was the norm for decades)- self-serve: a cus...
1321 Views
1 request