AMA: Pomerium Head of Marketing, Nikhil Balaraman on Self-Serve Product Marketing
October 28 @ 10:00AM PT
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👋 Nikhil Balaraman
Hi all, I'm Nikhil Balaraman, Head of Marketing @ Pomerium:
• 👋 Based in: Oakland, CA
• 🧠 Top of mind: Is less truly more?
• 💬 Ask me about: Whether startups are worth it ;)
• 🍦 Fun fact: I've started a wine label with a few of the sales leaders I've worked with in the past. Who says sales and marketing can't be friends?!
• 👋 Based in: Oakland, CA
• 🧠 Top of mind: Is less truly more?
• 💬 Ask me about: Whether startups are worth it ;)
• 🍦 Fun fact: I've started a wine label with a few of the sales leaders I've worked with in the past. Who says sales and marketing can't be friends?!
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
I have found it depends on the size of the company. Early stage startup. PMM is content marketing and owns everything. A bit more mature, maybe you have an external or in...
534 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
I think the “old” model of analytics tools like UTM trackers and attribution models might giving cloudy at best data due to things like “dark social” or just buyers doing...
387 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
I look for full funnel ownership. Have you built a strategy, then had to carry thru on execution. And once launched, how do you both optimize your acquisition and onboard...
367 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
The major difference is that you’re not trying to convince someone upfront to sign a contract and then try the product. You are basically putting a minimal amount of fric...
539 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
In a lot of cases, they’re the same customer, they just want to buy differently. For example, an individual user who may end up being your internal champion wants to try ...
405 Views
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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?
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
Lol. They spend their time getting to know their audience. Self-serve product marketers are their own sales enablement team. Selling a dev product? Do you understand what...
409 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
Highly dependent on product, audience, price point, etc etc. But you can see, for example, with a lot of the vibe coding tools, they're almost entirely self-serve at the ...
403 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
Dev tools are a great example of doing self-serve resources. I'd say having an all encompassing "docs" site that gives users a fully formed "user's manual" that they can ...
387 Views
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 5mo
Honestly, community based content. When other people talk about what your product solve for them in earned media channels like reddit, social, hacker news, etc etc, this ...
381 Views
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