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AMA: Gusto Head of Product Marketing, Core Product, Leah Brite on B2B Product Marketing KPI's

September 30 @ 10:00AM PT

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👋 Leah Brite

👋 Hi! I'm Leah Brite based out of Denver.

💼 I work at Gusto where I lead product marketing for our employee benefits portfolio.

👀 Top of mind topics: keeping up with all things AI (platforms, use cases, best practices, etc), KPIs and attribution frameworks, and driving expansion/attach products.

🤝 PM+PMM relationship, cross-functional influence, and scalable GTM process

🍦Variety is the spice of life! Ben & Jerry's Chunky Monkey Ice Cream is a perennial favorite.

How do you drive alignment across the exec team on messaging

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they l...

2555 Views

2 requests

How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping yo...

850 Views

2 requests

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?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

I’d clarify upfront what they are hoping to achieve with the exercise. Is it for internal knowledge? To publish competitive checklists on your website? What will it mean ...

940 Views

3 requests

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. ...

4041 Views

4 requests

What is an important KPI that you see product marketing teams completely missing?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

Rather than a KPI, the things I see teams miss most often is looking at output rather than impact. Before setting KPIs, it is key to establish what you want to achieve an...

1364 Views

9 requests

I’m the first PMM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

I’d start by doing a listening tour. Understand where they are in their PMM learning journey (have they worked with PMM before? How much do they know about the role?), ne...

2217 Views

3 requests

Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

I’d set expectations upfront -- this is all new to us and our primary goal initially will be learning. Start with your hypotheses and treat your work as tests to help yo...

489 Views

1 request

How does self-serve product impact product marketing function?

Leah Brite•

Gusto Head of Product Marketing, Benefits • 4y

Three big impacts of having a self-serve product include 1 - there is no sales readiness & enablement that is part of the role. That also means you’ll rely more heavi...

926 Views

2 requests