AMA: Shopify Director of Product Marketing, Kevin MacGillivray on Self-Serve Product Marketing
March 13 @ 10:00AM PT
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How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
Pressable Chief Marketing Officer • 2y
Beta releases or early access programs are a fantastic opportunity to get a sneak preview of how users/customers will interact with and use a product or feature. It is re...
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What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Pressable Chief Marketing Officer • 2y
There are a lot of great ways to collect user feedback:Focus Groups --> any time you can get a small handful of users (either individually or together) to give some of...
1100 Views
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How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
Pressable Chief Marketing Officer • 2y
This is one of the most powerful skills you can develop as a leader and especially as a PMM. PMM by nature sits at the juncture of many, many stakeholder groups - both wi...
1053 Views
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Pressable Chief Marketing Officer • 2y
I have led several product marketing teams throughout my career and it is certainly not one size fits all.A couple of models that have worked well:Mirroring ProductIn an ...
2162 Views
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Pressable Chief Marketing Officer • 2y
Both are very important. And in both cases the new product serves to further enhance an existing narrative.Driving adoption with existing clients can serve a few really i...
944 Views
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Pressable Chief Marketing Officer • 2y
These two audiences are VERY different.And it's important to be clear on the difference between audiences and channels. Enterprise merchants often move through a sales le...
1136 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?
Pressable Chief Marketing Officer • 2y
Sales enablement is only a small portion of what the product marketing craft entails. That said - there are definitely roles and organizations where enablement makes up t...
1119 Views
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Pressable Chief Marketing Officer • 2y
The short answer is that everyone in an organization should care about the voice of the customer - regardless of craft. If you feel like voice of customer is not being re...
910 Views
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Pressable Chief Marketing Officer • 2y
At its core, product marketing remains focused on the same goals and outcomes in both cases. It is mostly the available tools and surfaces that differ. Things like segmen...
1611 Views
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