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AMA: Clockwise Head of Growth Marketing, Kacy Boone on Growth Product Marketing
May 25 @ 10:00AM PST
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Clockwise Head of Growth Marketing, Kacy Boone on Growth Product Marketing
Top Questions
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Kacy Boone
Clockwise Head of Growth Marketing • May 25
This is such a great example about how you can’t necessarily take a standard playbook and apply it to every company. The dynamics of team size, resourcing, stage of company, all factor in to how you approach defining the role of your team. To answer your question, it starts with finding ways t......Read More
3380 Views
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
Product marketing is deeply aligned to the product team and is focused on maximizing the adoption of the product suite. Product marketing can also be split into “inbound” and “outbound” functions depending on the stage of the company. Inbound being responsible for research, strategy, and insights......Read More
1387 Views
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
Growth Product Marketing is an emerging role, especially impactful at companies that have a strong Growth Product arm. As a Growth PMM, you should be mapped to a Growth Product team and support the team in the same ways that a traditional PMM does. As a Growth PMM you’ll be working closely with t......Read More
3390 Views
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
At my current company, Clockwise, we’re focused on acquisition and monetization mostly. We’re a new product and there’s still lots of room for growth at the top of the funnel so we’re prioritizing efforts like nailing paid acquisition strategy, driving demand for the sales team with events and co......Read More
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap of the Growth Product team. Typically will be focused on experiments to improve core user metrics thr......Read More
885 Views
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
There may be times that a product marketer has qualitative goals, but I’d say product marketing (in my experience) has had quantifiable goals more often than not. I think it’s good practice for both growth marketing and product marketing to think critically about how they are driving value to the......Read More
538 Views
4 requests
Kacy Boone
Clockwise Head of Growth Marketing • May 25
I think the core definition is still the same but in pure B2B you’re going to have a much stronger emphasis on sales enablement and think of sales as one of your core channels for communicating with customers. In PLG or B2C, you’re going to have a stronger emphasis on communicating directly to us......Read More
746 Views
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If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
Kacy Boone
Clockwise Head of Growth Marketing • May 25
1. Get a good handle on your funnel metrics 2. Identify areas in the funnel where there is disproportionate dropoff 3. Once you’ve narrowed in a bit on where in the funnel you want to focus, talk to your customers. Get feedback on what hurdles exist and what might overcome those hurdle......Read More
367 Views
1 request
Kacy Boone
Clockwise Head of Growth Marketing • May 25
Make sure it makes sense first! Do you have a Growth Product team to pair up with? Is Growth well resourced at your company? Is there already a Product Marketing team? A growth marketing team? I obviously have lots of questions in order to be helpful here, but I think reading through the othe......Read More
920 Views
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Kacy Boone
Clockwise Head of Growth Marketing • May 25
Totally! I’ve helped multiple growth marketers make this jump before. You’ve already got the marketing channel performance chops, so I would lean into that. If you’ve built out a strong understanding of what messaging works for your audience, that can also be highly applicable to product marketin......Read More
1038 Views
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