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AMA: Iterable Head of Solutions Marketing, Michele Nieberding on Go-To-Market Strategy
January 11 @ 10:00AM PST
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Iterable Head of Solutions Marketing, Michele Nieberding on Go-To-Market Strategy
Top Questions
Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
Every launch is different, but here is a good starting point! 1. Identify key stakeholders - I like to do a kickoff before a big launch wiht a POC from key teams including legal, pricing, CS, etc. as needed 2. Align the team around the product - talk about WHAT the product is, WHY it ......Read More
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
I hate to say it, but it depends on the launch--for example, is this a paid new feature or included? For a paid product/feature: * Opportunities created * Customer TAM (of the customers we have identified as a good fit for this, how many have an open opportunity?) * Revenue generated F......Read More
399 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
When we first started to verticalize our solution, we looked at: * TAM (total addressable market) and SAM (sellable addressable market--what is realistic that YOUR company can sell in to?) * CARR * Win Rate * Average Deal Size (ADS) * Sales Cycle (# of days) * Number of Curent Customers......Read More
673 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
The biggest risk I typically see in GTM strategies is that it doesnt work. Somewhere, something was missed, or the messaging, product, etc. doesnt resonate with prospects and customers. ' I have found that your webiste is a great place to experiment to ensure this doesnt happen. It has histori......Read More
710 Views
1 request
What does the Go-to-Market process look like for a global product?
Does it differ vs. more regional launches?
Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
It is important when thinking globally that you understand the nuances of each region/country. This typically impacts key teams including: Pricing (currency, rates, overall pricing), Product (localization, languages, support, data centers), Security, Legal (contracts and terms may be different) ......Read More
372 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
We use a tiering system from 1-4, 1 being highest priority and 4 being the lowers. Criteria we look at to decide the tier of a release includes questions such as: * Is this a major differentiation or revenue driver? * Is this a product enhancement or a net new feature? * Will it be a paid ......Read More
412 Views
1 request
Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
We used a RAPID framework and set up 1-2 hour sessions to review with the executive leadership team. The RAPID framework stands for: Recommended Agree Perform Input Decide You outline key exec stakeholders in each, and allow them to Approve/Reject and provide "input" while outlining all t......Read More
488 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
Having worked as a Product Marketer in 5 different tech companies (varying in sizes), I find that this is different everywhere I go! It has ranged from being more reactive (PM saying they have features ready for launch) to proactive (inserting myself). I have found that it can be a transition ......Read More
600 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
To simplify it at a high level, I would say its having a clear understand of the 3 C's: Customers, Company, and Competition. To dissect that a bit: 1. Identify your target market and key buyer personas -this includes understanding the demand 2. Understand their problems and how your product ......Read More
531 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
Some lesser known ways: * A new metric my team is looking into is TAM (total addressable market) vs. SAM (sellable addressable market) and the delta between the two. The smaller the delta, the better the product fit. * If customer acquisition cost is lower than the lifetime value of your......Read More
484 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
Looking at your current customer base and the characteristics of top customers (I do this based on ARR) is a great place to start! You can focus on relevant characteristics such as: 1. Industry/vertical 2. Employee headcount — companywide and within key departments 3. Annual revenue 4. Tech ......Read More
545 Views
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Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
In the case the existing GTM strategy is not working, how can you go about redesigning the new GTM strategy? What should be the approach? This is a big question where it begs more questions than answers. And I think that's the key element is doing a deep dive and asking the right questions. ......Read More
432 Views
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Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?
I'm looking for functional/tactical tips please.
Michele Nieberding 🚀
MetaRouter Director of Product Marketing • January 11
Get buy in EARLY, and share "excitement" around WHY the strategy was decided on and the potential value/opportunity it brings for the company and that specific marketing team! Once I have my messaging, positioning, and overall vision, I like doing a "kickoff call" with the marketing team to go th......Read More
387 Views
1 request
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