AMA: HoneyBook Former Director of Product Marketing, Loren Elia on Stakeholder Management
January 23 @ 10:00AM PT
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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.
Shippo Senior Director of Marketing • 6y
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 la...
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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.
Shippo Senior Director of Marketing • 6y
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 t...
782 Views
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Shippo Senior Director of Marketing • 6y
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 ...
1834 Views
1 request
Shippo Senior Director of Marketing • 6y
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)...
961 Views
2 requests
Shippo Senior Director of Marketing • 6y
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...
1057 Views
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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.
Shippo Senior Director of Marketing • 6y
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 w...
1440 Views
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Shippo Senior Director of Marketing • 6y
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 n...
952 Views
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Shippo Senior Director of Marketing • 6y
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 (...
2075 Views
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Shippo Senior Director of Marketing • 6y
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 segmen...
1740 Views
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What messaging framework do you use?
Would love frameworks to share.
Shippo Senior Director of Marketing • 6y
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 qu...
2619 Views
2 requests