Box Vice President Product Marketing, Jon Rooney on Product Marketing vs Product Management

Klaviyo Senior Director of Product Marketing, Jenna Crane on Self-Serve Product Marketing

Jenna Crane

VP of Marketing

Triple Whale 🐳

Head of Product Marketing

Manager of Product Marketing

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?

Do you use ever use NPS or any other survey style?

Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?

 How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like? 

I'm a digital marketing specialist looking to transition to product marketing

I will face this challenge very son and my thoughts are: 
- which are the company objectives?
- which are the marketing and product marketing specific objectives?
- the resources in place to achieve the objectives (human, financial, tools)
- where is the product on the lifecycle? 
- top three priorities
- how are sales/marketing/product teams organised?


 Does product marketing own the webinar strategy and content or do they influence the strategy but lean on their content partners to come up with the content?

AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on Self-Serve Product Marketing

View AMA Answers