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AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on Self-Serve Product Marketing
October 19 @ 10:00AM PST
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Klaviyo Senior Director of Product Marketing, Jenna Crane on Self-Serve Product Marketing
Top Questions
Jenna Crane
Klaviyo Head of Product Marketing • October 19
Introducing new features in-product is often the best way to drive awareness and adoption, because it's in context of the user's workflow and timed when they're actually thinking about your product (vs. email, social, etc.). Generally speaking, you want to: 1. Make users aware there's someth......Read More
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Jenna Crane
Klaviyo Head of Product Marketing • October 19
I've generally seen that the most successful product <> PMM partnerships are based on shared goals, not split goals. Here's what that usually looks like. Both teams should agree on a feature adoption target based on similar features and the scale of the launch. Feature adoption (usually measu......Read More
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What are key certifications or courses to become a product marketing manager?
I'm a digital marketing specialist looking to transition to product marketing
Jenna Crane
Klaviyo Head of Product Marketing • October 19
Courses, certifications, and books can definitely help transition into product marketing, but the best way to learn is by doing. I would see if there are side projects you can take on with the PMM team, in addition to self-driven learning. For courses and certifications: * I typically recom......Read More
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What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
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?
Jenna Crane
Klaviyo Head of Product Marketing • October 19
Even in sales-enabled businesses, sales enablement is just one aspect of product marketing responsibilities. The bulk of the work is consistent across both self-serve and sales-enabled product marketing teams, such as: * Owning positioning and launch of new products and features * Building, ma......Read More
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Jenna Crane
Klaviyo Head of Product Marketing • October 19
I know this situation well; it's the same here at Klaviyo! First, you need to understand the composition of both audiences. Are the self-serve customers smaller businesses that don't need to talk to sales to feel comfortable using the product? Are at least some of them actually enterprise cus......Read More
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