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Jenna Crane

AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on B2B Product Marketing KPI’s

June 29 @ 9:00AM PST
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Klaviyo Senior Director of Product Marketing, Jenna Crane on B2B Product Marketing KPI’s
Top Questions
Due to the collaborative nature of the Product Marketing role, KPIs can sometimes be hard to attribute directly to Product Marketing success. Do you have recommendations for alternative ways to measure the true impact of Product Marketing?
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
Very true; I've always said that Product Marketing influences everything but owns nothing.  A few suggestions: * When Product Marketing runs a launch, an event, or a campaign that wouldn't have existed unless PMM drove it, the engagement (website traffic, social mentions, etc.) can be ......Read More
595 Views
3 requests
What are some of the *worst* KPIs for Product Marketers to commit to achieving?
There are many questions about the best KPIs to track, but none about the worst.
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
Great question. A couple come to mind that I would advise against signing up for: * Sales-enabled revenue. There are so many variables and phases here -- from demand generation, to the sales team actually following up with leads, to the leads actually showing up for a demo, to the sales t......Read More
488 Views
2 requests
I’m the first PMM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
I actually did a Wynter talk on that very topic! You can watch it here: https://www.youtube.com/watch?v=tNyoCOToq-c It focuses on building a product marketing org in a hypergrowth startup, but a lot of the principles apply to any first PMM hire. The tl;dr: there is no one playbook. I outlin......Read More
533 Views
2 requests
In your experience, what KPIs "must haves" for any product marketing role or team?
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
Depending on where the team focuses, Product Marketing can have a few different KPIs that are 'must-haves.' But the most common ones are: * Product adoption -- definitely for features that PMM launches/brings to market, but if certain PMMs 'own' an area of the product then they should als......Read More
1153 Views
5 requests
How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
Cross-functional work is Product Marketing's middle name!  PMM <> Sales * Key deliverables: Pitch decks, enablement assets (internal resources like battlecards and personas, external resources like one-pagers and case studies), and trainings  * Key goals: Improve win rates, improve co......Read More
2271 Views
6 requests
What is your answer to, "What Is Product Marketing?"
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing • June 30
I explain it across 4 core responsibilities:  Experts on our customers, products, and markets We find the right insights and turn them into strategy, and make the insights easily consumable for the rest of the org Marketing owners for product We partner with product teams to make our prod......Read More
1038 Views
1 request