AMA: Calendly Head of Product Marketing, Jeff Hardison on Enterprise vs PLG Product Marketing
January 10 @ 10:00AM PST
View AMA Answers
Calendly Head of Product Marketing, Jeff Hardison on Enterprise vs PLG Product Marketing
Top Questions
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 company in the world (thousands) with no focus, they work with their sales leadership to identify a target account list to focu......Read More
448 Views
3 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 helpful in closing deals? - Do you have any examples of deals we helped close? - What's something we should work on to improve? T......Read More
451 Views
1 request
Jeff Hardison
Calendly Head of Product Marketing • January 11
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/messaging, etc. Then, I host meetings with stakeholders, and show them the slide, ask them what they have experience with product m......Read More
488 Views
2 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 product marketers have done for you in the distant past? - What are some things my team/I have done for you that's been helpfu......Read More
447 Views
2 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 go after such as small businesses (say, under 150 employees), medium-sized (say, 150 to 2,500), and enterprise (say, 2,500 and ......Read More
566 Views
3 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 before? This usually means both have: 1) owned the product marketing work for the enterprise pricing plan (in a PLG company t......Read More
465 Views
4 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 buy from you with a credit card. Some SDR in a sales dept. can purchase your self-serve plans with their boss' credit card. ......Read More
518 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
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 you can always do better, together, with other departments — when you work in PMM. Let's say that your company's OKRs are the ......Read More
633 Views
3 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
1. 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. Enterprise or mid-market? Certain products or use cases? Which industries or job roles? Then, try to check off......Read More
447 Views
1 request
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 did people engage with your marketing such as clicks on the email CTAs, customers' tweets about your launch, Product Hunt res......Read More
499 Views
3 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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," "choose an amazing product if it's a startup so that the marketing work will be less difficult," "pick a trendy category because ......Read More
462 Views
2 requests
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 become a product marketer? 1. Have they read some books on product marketing and taking some courses (or gotten certifications)?......Read More
419 Views
1 request
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?
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 train sales and customer-success is one thing. They're often satisfied with a one- to two-page "battle card" that will help ......Read More
491 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?
Jeff Hardison
Calendly Head of Product Marketing • January 11
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! 😃 Personally, I recommend having the PMMs and PMs create quick, rough screenshare videos using something such as Loom. That way it......Read More
545 Views
1 request
Jeff Hardison
Calendly Head of Product Marketing • January 11
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 customer can manually enter their credit-card information into the product to purchase something, bypassing a human. Self-serv......Read More
676 Views
1 request
Upcoming AMA's
Show All