AMA: dbt Labs Former Director of Product Marketing, Lauren Craigie on Product Marketing vs Product Management
April 27 @ 9:00AM PT
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What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
Inngest Head of Marketing • 4y
I think both, though the latter (naming, branding, messaging, etc) seems to be the default for most PMMs. If PMMs want to partake in the beginning of the cycle—what's act...
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Inngest Head of Marketing • 4y
Interests: What kind of questions do you want to answer? This is just my personal take, and probably oversimplified, but if you're driven by optimization questions like "...
474 Views
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What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?
Example: Project Briefs should include: problem, solution, etc.
Inngest Head of Marketing • 4y
oh mylanta I love this question. I think a lot of this can be an interative process with the PMM, but I think the things I see most often left out of these documents that...
743 Views
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Inngest Head of Marketing • 4y
I've always felt like this question felt a bit like, "who owns features, engineering or product?" Both teams are responsible for different points in the lifecycle. In m...
515 Views
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Inngest Head of Marketing • 4y
DATA. But I don't think the word "influence" is quite right. I really don't think PMMs should have an agenda when it comes to roadmapping. I think our role is to represen...
922 Views
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What would you say is the most important objective of the Product Marketing team? The #1 objective that if achieved would impact your business the most?
Product Marketing is usually pulled in 17 directions at any given time so saying "no" is more important than saying "yes". What is the singular highest point of contribution?
Inngest Head of Marketing • 4y
Customer segmentation—who cares the MOST, why are they using us, what are their alternatives, why would they stay, why would they leave. Both qualitative (interviews), an...
494 Views
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What are the biggest frustrations you have as a product marketing manager?
The role of product marketing has become more strategic. How is it affecting you?
Inngest Head of Marketing • 4y
Any frustrations I have are either a reflection of my ego getting in the way, or a failure on my part to communicate expectations or demonstrate value. Some examples: ...
499 Views
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How do you get product management to focus more on customer problems and solving them, and less on shipping features that customers don't need?
They want to convey 20+ features to the public when we should only focus on top 3-5 features then figure out what the true benefit is to the end user.
Inngest Head of Marketing • 4y
Ah I'm sorry you're in that situation. PMM should be part of product roadmapping meetings, since everything that's in the queue should be going through some sort of busin...
396 Views
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Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
Inngest Head of Marketing • 4y
A few answers here, based on use case! Naming inside the product (like features, tabs, or experiences) would be handled by PMM during the launch process. PM is likely t...
447 Views
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Inngest Head of Marketing • 4y
I've heard before that product marketing KPIs can be squishy—that it's hard to quantify the value of what we do. I don't agree! I have a few KPIs that are unique to PMM, ...
1474 Views
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Inngest Head of Marketing • 4y
Oh interesting! I've done both, but I truly believe PLG is the future for everyone. Or, I should say the paths are likely to converge! New organizational structures tha...
1173 Views
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Inngest Head of Marketing • 4y
Yes depending on the type of feedback sought we have different owners, but we are trynig to move to a place where the Customer PMM owns tracking of outreach (we don't wan...
1304 Views
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