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

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 attributed to Product Marketing. If the campaign also drove revenue or leads/MQLs/pipeline directly from the activities, make some noise about that too! If you want to measure the feature adoption impact of a launch, ...Read More

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 competitive win rates, increase ASP, shorten sales cycles, improve demo request to demo held rates, generate pipeline, improve sales team confidence  PMM <> CS Key deliverables: Same as sales, but with an exis ...Read More

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 products successful — driving awareness, acquisition, adoption and expansion for our product lines Integrators We sit at the intersection of most teams, working with each of them to break down silos and get to bette ...Read More

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 outline a process you can go through to identify the most important areas for you to focus, how you can think about establishing a baseline, and how to get cross-functional partners and leadership onboard with your ...Read More

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 also co-own the overall adoption on an ongoing basis. Launch and/or campaign engagement -- you want to be able to speak to the success of your activities! The most common ones here are email opens/clicks, webpage and ...Read More

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 team effectively selling them -- that it's too big and far removed to commit to. Better to pick some metrics within this (like MQLs, or opportunity to closed won rate) that you have a better chance of influencing w ...Read More