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AMA: Shopify Director of Product Marketing, Marisa Currie-Rose on Growth Product Marketing
January 26 @ 11:00AM PST
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Shopify Director of Product Marketing, Marisa Currie-Rose on Growth Product Marketing
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Marisa Currie-Rose
Shopify Director of Product Marketing • January 27
Growth Product Marketing focuses on driving feature adoption, activation and retention while Product Marketing is focused on the initial product launch and go-to-market moment. The primary goal of Growth Product Marketing is to help customers achieve the "realized value" of the product and mai......Read More
10059 Views
4 requests
Marisa Currie-Rose
Shopify Director of Product Marketing • January 27
When working on a product, the goal is that we are focusing on a problem that our merchants want us to solve. If we are doing that, there is already a natural interest in the product, which leads to acquisition. The audience that is organically interested in our product is likely to be the most h......Read More
1797 Views
1 request
Marisa Currie-Rose
Shopify Director of Product Marketing • January 27
Product Marketing teams need Growth Product Marketing Managers. This close relationship is especially important when the initial product launch and go-to-market moment is done and the focus shifts to growing usage of and engagement with the product. Product Marketing Managers often refocus on ......Read More
1523 Views
2 requests
Marisa Currie-Rose
Shopify Director of Product Marketing • January 27
Both Product Marketing and Growth Product Marketing should focus on quantitative impact. Both roles should focus on and track revenue, customer acquisition, and retention, including both lapsed customers (those who are still technically using the platform or service but haven't engaged in a ce......Read More
1734 Views
2 requests
Marisa Currie-Rose
Shopify Director of Product Marketing • January 27
Some of the things I think about for boosting product adoption include: 1. In-product notifications and promotions, starting first with onboarding and milestone-related campaigns 2. Product and feature Cross-Sell and Upsell 3. Co-marketing and partnership opportunities 4. Email drip camp......Read More
2000 Views
4 requests
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