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AMA: InVision Former Director of Product Marketing, Kacy Boone on Self Serve Product Marketing
July 29 @ 10:00AM PST
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InVision Former Director of Product Marketing, Kacy Boone on Self Serve Product Marketing
Top Questions
What questions do you ask users when trying to improve user onboarding from a product marketing perspective?
I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.
Kacy Boone
Clockwise Head of Growth Marketing • July 29
Oh, I love this question! I’ve been tasked to overhaul many onboarding programs and customer insights are integral to my approach. I believe the best insights are validated through multiple sources so here are a few methods I’d recommend using to inform your strategy: 1. Customer Interviews: Ta......Read More
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Kacy Boone
Clockwise Head of Growth Marketing • July 29
To the contrary, I always like to share and align on KPIs with the product team. Bonus points is you can also align that with key partners in other functions as well, like growth marketing. The more you can stay aligned from the top, the more naturally everything else will fall when it comes to p......Read More
508 Views
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Kacy Boone
Clockwise Head of Growth Marketing • July 29
I’ve consistently joined companies when the product marketing team was still small and establishing its influence and what I think it comes down to is providing unquestionable, unique value to the team—most often through delivering actionable customer insights. Product marketers are acutely aw......Read More
366 Views
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What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
Kacy Boone
Clockwise Head of Growth Marketing • July 29
Great question! I’ve sat in product marketing roles at both consumer/product-led companies and B2B companies so I’ve seen both. In a B2B setting, product marketing is making its impact on revenue and user growth by enabling Sales. Well, in a self-serve world, your end goal is the same but the ......Read More
603 Views
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Kacy Boone
Clockwise Head of Growth Marketing • July 29
Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More
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