AMA: HoneyBook Former Director of Product Marketing, Loren Elia on Stakeholder Management
January 23 @ 10:00AM PST
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HoneyBook Former Director of Product Marketing, Loren Elia on Stakeholder Management
Top Questions
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Loren Elia
Shippo Senior Director of Marketing • January 23
I like to use a 5 question messaging framework: Who am I? What am? Who am I for? Why am I good for you? Why should you buy me here and now? I start by answering these questions. I do user research to really get the insights to answer to "who am I for" and "why am I good for you", and I do......Read More
1963 Views
2 requests
Loren Elia
Shippo Senior Director of Marketing • January 23
PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Becau......Read More
1843 Views
1 request
Loren Elia
Shippo Senior Director of Marketing • January 23
Ah, that's the million dollar question. At the beginning of each half we align with the leadership team which features and projects we're going to work on. This helps set expectations. Then I socialize with PMs what PMM is working on, which usually includes other projects besides feature launches......Read More
926 Views
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How do we approach the launch plan that was pre-decided and what changes in approaches would you recommend?
A product marketer jobs starts way before the product launch. However, it is difficult situation when the product launch is delayed from eng side.
Loren Elia
Shippo Senior Director of Marketing • January 23
This is challenging indeed and something I've had to deal with at every company I've worked for. What I've fund helps keep me and the business teams sain is to plan to launch features 14 days after the official planned released date. This makes product nervous most of the time, but most of the ti......Read More
968 Views
2 requests
Do you feel it is necessary to dip your toe in these other orgs/roles (ex. Demand Gen, Product) being a product marketer to fully comprehend your work and excel?
Product Marketing is such a cross-functional role.
Loren Elia
Shippo Senior Director of Marketing • January 23
You need to truly understand your partner's motivations and processes. I don't think you need to have been an AE or a PM to be able to do great PMM work but you do need to have very open and very frequent communication with your cross-functional partners. Don't be affraid to ask detailed question......Read More
709 Views
2 requests
Loren Elia
Shippo Senior Director of Marketing • January 23
I have found that what works really well is looping in both product and sales throughout the whole go-to-market planning process. I keep both teams (and customer success) updated with what we're learning from users and what we're thinking in terms of channel execution and get their input often. T......Read More
901 Views
2 requests
Loren Elia
Shippo Senior Director of Marketing • January 23
1. User research. Know what questions need to be answered and either work with a research partner or do the research yourself. 2. Leadership. PMM is the glue that brings multiple functions together and you need to be able to motivate and inspire everyone. You also need to be able to keep people ......Read More
1347 Views
1 request
What is the best partnership process between product marketing and marketing when it comes to a product launch?
We have these as two distinct teams in our organization and we're seeing some confusion when we do product launches. Any documentation or words of wisdom would be helpful.
Loren Elia
Shippo Senior Director of Marketing • January 23
Product Marketing should be hub and glue that brings all teams together. I usually create a brief for each product launch (see messaging framework question below to see what goes into the brief) and I think through what channels should push the feature. I use another framework for this, which cla......Read More
1308 Views
1 request
Loren Elia
Shippo Senior Director of Marketing • January 23
At HoneyBook we have established a product feedback process between Sales/CS/Product. We meet every 6 weeks and share customer feedback. We prioritize feedback based on number of requests, which we track in Salesforce and with an internal system. But what has really made a difference is that inst......Read More
869 Views
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Loren Elia
Shippo Senior Director of Marketing • January 23
I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think th......Read More
1393 Views
1 request
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