AMA: Canva Ecosystem Marketing Leader, Indy Sen on Self-Serve Product Marketing/Product Marketing for PLG

That's an excellent question. Done right, product release stages should service not just your product lifecycle goals but also the marketing/commercial goals that go with it. Just because something is in beta, doesn't mean you shouldn't amplify it via your marketing. Similarly, just because something is now technically ready to roll out into production, doesn't mean you should force an announcement out of the gates. Just like product strives for and MVP (minimum viable product) to test the water ...Read More

There are so many ways to collect user feedback these days. Between product surveys, customer interviews, and user testing there are many different tools to wield. It's not always easy to use them all, let alone find the time to do so. As a product marketer, you're also not always across each of those channels, but my best advice is you should do what you can to synthesize their input when building your product strategy with an eye on extracting the specific feedback you and your product needs. ...Read More

IMO, the easiest way to separate PLG marketing from non PLG marketing is to think about the touchpoints you cover as a product marketer, as well as the audiences you address. These will differ across PLG and non PLG motions, in the following ways: Touchpoints A PLG product marketer is across the different steps of a user's journey. Because growth and activation in PLG comes from offering a frictionless first-time user experience (FTUE), your role in product marketing is to "grease the skids" acr ...Read More