AMA: MobileCoin Head Of Marketing, Natalie Louie on Product Marketing 30/60/90 Day Plan
January 11 @ 10:00AM PST
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MobileCoin Head Of Marketing, Natalie Louie on Product Marketing 30/60/90 Day Plan
Top Questions
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Map and tie yourself to the company level OKRs, mirror the ones in marketing and product or create and define your own KR’s if they don’t exist. Every Marketing Dept has 2 focuses: 1. Customer: # of signups, downloads, purchases, engagement, interactions, industries/verticals, you define t......Read More
807 Views
3 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Research and get smart on your positioning, message, personas, competitors, customer journey, ICP (ideal customer profile), market sizing with TAM (total addressable market), SAM (serviceable available market), SOM (serviceable obtainable market). Know your customers, the pain point you are solvi......Read More
1174 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Remind them that in your title 'product' is first, you are a Product Marketer. You see yourself as part of their org and are an active participant in all their meetings. You are team members who always need to be aligned. Initially you rely on them for KT (knowledge transfer) of the product roadm......Read More
782 Views
2 requests
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
I break up my 30-60-90 day plan into 4 phases of success for Product Marketing – it also includes focus for after your first 90 days, all outlined below. You may not get to everything in each phase, or you may move through things faster – I use this as a guide and checklist to keep myself acco......Read More
8494 Views
8 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Hire contractors to fill in gaps as they pop up and if they are rockstars and you find yourself with open head count, convert them to full time. Know what your weaknesses are and hire PMMs who balance those. Hire PMMs with different superpowers – you want a well rounded team. PMM teams are in co......Read More
931 Views
2 requests
What advice would you give a junior product marketing manager who is the first product marketing hire?
I don't want to just be a launch project manager or a new releases copywriter.
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Being a launch project manager is part of the job – PMMs own product launches, the creation, strategy and management of it. Being a strong copywriter for releases is also part of the job. We write a lot of content or partner with writers and clean up their content so we can use these for our pro......Read More
857 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
I start with my phases of success for a PMM in my first 100 days here. Through this process I create my priorities and ensure I have executive alignment on them. I always get feedback from my leadership team. I find that people often want the same thing but are saying it differently – identify t......Read More
765 Views
3 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Please see my phases of success for a PMM in your first 100 days here . A KEY THING to know at the onset is, does everyone know what a PMM does and what value they bring? Ask all leaders and cross functional partners. Product Marketers are the marketing strategists, the brains of marketing, the......Read More
3760 Views
3 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Look at my phases of success for a PMM in your first 100 days, it has the building blocks on what to focus on so you can be prepared to help scale with your company. This can be tailored and used at a 40 person company or larger one as it covers all the fundamentals any full stack PMM should be a......Read More
655 Views
3 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
FKO, SKO, RKO, AKO to ZKO, put whatever letter in front – they are all company kickoffs. Sales teams are now being called Revenue teams –- I've also seen marketing departments rolling up into a larger Revenue org. Take the stakeholders going (personas) and map their typical and ideal work flow (c......Read More
478 Views
2 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
1. Positioning 2. Messaging 3. Personas / Competitors Always focus on the top 2 first, as this will impact how everyone talks and writes about your company – which ultimately brings in users and wallet share. Good templates for positioning and messaging are here. And these are different, PMMs......Read More
900 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Understand the needs each leader has as they will be different from your CEO to your CFO, CRO, CMO (personas), etc...and mental map what value you can bring through your playbooks, framework and content (customery journey). You are bascially running your own integrated marketing campaign and you ......Read More
580 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
I interview them to get to know them first, why they joined the company, what they are excited about, what they oversee, what they need help in (their pain points) and I start mapping their needs and how we can work together. I spend the majority of my time having them explain to me the product ......Read More
930 Views
5 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
Start with my 30/60/90 day plan. I embark on this process and begin looking for where I can dive in for my quick wins. You never know what scenario you are walking into or which project has suddenly been prioritized when you first start. The key is listening for what people are working on, under......Read More
6869 Views
4 requests
What traits and skills do you think the best PMMs have?
Please give one real world example
Natalie Louie
ICONIQ Capital Product & Content Marketing • January 11
You can switch from right brain to left brain activities and fire both at the same time. You have to be analytical and strategic, you like art and science, numbers and words. You have to be able to go 1 level deeper than marketers to understand the technology, make sense of it then explain it in ......Read More
901 Views
2 requests