AMA: InVision Former Director of Product Marketing, Kacy Boone on Self Serve Product Marketing

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 prioritization and resourcing of projects. Now, some KPIs will vary widely based on the lifecycle of the product and the context of your company. Here are some examples to get your wheels turning: For new ...Read More

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 power or need to purchase. Buyers: Get value from your product and also have the power to purchase–buyers can exist both in self-serve and enterprise plans. Now to get into the nuances… Customers, no matter wh ...Read More

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: Customer Interviews: Talk to your customers! Make sure you’re not just talking to the successful ones either. While they might be harder to get in touch with (and you may need to offer some $$), interviewing customers who churned e ...Read More

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 methods by which you do that are different. Let’s take monetization and generating revenue as an example. With B2B, you’re arming the Sales team with killer decks with just the right sizzle and proof points ...Read More

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 aware of the customer, they should be living, breathing customer research and keeping a close pulse on the trends of the market. I think product marketing really starts to earn their way into the product road ...Read More