Sharebird
MentorsAbout Us
Sign Up / Sign In
Ask me anything
AMA Page
Yify Zhang

AMA: Eventbrite Head of Creator Marketplace Product Marketing, Yify Zhang on Go-To-Market Strategy

April 11 @ 9:00AM PST
View AMA Answers
Eventbrite Head of Creator Marketplace Product Marketing, Yify Zhang on Go-To-Market Strategy
Top Questions
As PMM, how do you get buy-in with senior stakeholder in a big SaaS tech organisation to execute your GTM strategy in the region?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
The key with getting buy-in with senior stakeholders is to engage them at the right time, with the right level of detail, so that you’re able to understand what matters most to each stakeholder and how to best incorporate their input. There are a few components to doing this well: * Clearly ou......Read More
724 Views
3 requests
What would you say are the core elements of a strong, repeatable GTM framework?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
A strong GTM framework should include: * Product strategy: why are we doing this - is it helping the company enter an untapped market or increase share in an existing market that is strategic to its success. * Goals and metrics to show whether or not you've achieved them. * Target aud......Read More
742 Views
4 requests
How does partner GTM vary when targeting enterprise vs small biz customers?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
The size of your target customers influences the types of channels you lean into with your communications and the motion of each. The question to ask yourself is: where are your customers showing up, what does it take to convince them to use your product (or take the action you want). GTMs tar......Read More
923 Views
2 requests
How might GTM vary for the first product i.e. at a tech startup?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
GTMs at earlier stage organizations are more about creating moments of virality and making strategic use of limited resources. Whereas at later stage organizations it is more about thoroughly sequencing resources across audiences, and mitigating risks. If you’re launching a new app or company ......Read More
722 Views
3 requests
In case the existing GTM strategy is not working for the product, how can you go about redesigning the new GTM strategy? What should be the approach?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
It's important to identify the components of the GTM that aren't working (as well as those that are) and figure out the root cause. Then, craft a path forward that has the highest impact with relatively low resistance. * In many cases, positioning/messaging (or the design of your creatives) ......Read More
711 Views
4 requests
How do you treat minor releases and enhancements in your GTM process?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
For feature updates that are minor in terms of its impact to an organization and or the customer experience, my advice would be to get Product teams to work as directly with channel leads as possible. * Product marketing should focus its time and energy on GTMs that have a certain size of or......Read More
715 Views
4 requests
Do you create a risk and mitigation plan for the gtm strategy right out of the gate? If not, how do you predict and reduce foreseen risk?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
It depends on the size of the GTM and its impact on the organization, both positively and in terms of its potential negative risk impact. * In the case of a major, value proposition shifting, launch with significant revenue impact, this generally warrants a thorough risk & mitigation plan as......Read More
680 Views
1 request
How do you identify KPIs to measure the success of your GTM strategy?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
Generally, GTMs accomplish one or of more of the following goals: * Increase market share in a new, strategic market * Increase market share in an existing market * Increase revenue through updated pricing or add-on adjacent products * Increase conversion through features that capture cus......Read More
775 Views
3 requests
What are the top three to five common risks do you list to your GTM strategy and how do articulate mitigation plans to address those risks?
Yify Zhang
Yify Zhang
Eventbrite Global Head of Marketplace Marketing • April 11
A GTM typically includes risks around how certain groups of customers may react to the change in experience, be it the product, service, or pricing. Generally, these negative reactions manifest into risks across these business areas: * Revenue Drop: churn in existing customers, erosion of co......Read More
733 Views
4 requests