AMA: SurveyMonkey Director of Product Marketing, Mike Greenberg on Self-Serve Product Marketing
March 13 @ 9:00AM PST
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SurveyMonkey Director of Product Marketing, Mike Greenberg on Self-Serve Product Marketing
Top Questions
How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Thanks for sharing that article! Though I can’t speak directly to Slack’s land-and-expand tactics, we follow a similar strategy at SurveyMonkey, and I'm happy to share some insights into what makes it work. In a bottom-up SaaS expansion strategy, the end goal is typically to get to the IT buyer ......Read More
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What questions do you ask users when trying to improve user onboarding from a product marketing perspective?
I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
This sounds like the classic "leaky bucket" problem: your bucket is leaking (users), and you're not sure why, so it's hard to figure out what to do about it. Solving this requires a combination of quantitative and qualitative insights. As a starting point, make sure you understand exactly wher......Read More
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Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
As a partial answer, it's helpful to think about some of the things that Sales and CS roles might typically contribute to the customer journey or your understanding of customers, and how you can obtain that value in a proactive or self-serve way that's scaled and repeatable. As a self-serve PMM w......Read More
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Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Great question — it's all too easy for self-serve marketers to get disconnected from customers, especially if you're used to gathering this feedback through customer-facing orgs. As a leader at SurveyMonkey, I'm going to be a bit biased here, but I'll provide some general guidance on choosing ......Read More
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Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
The right team structure is going to be highly dependent on your business, so there's no one right answer. I've been on teams that have been organized by product, vertical, customer segment, and GTM motion (self-serve vs. sales assisted) with equal success and equal lack of success. Company-level......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?
Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Great question. There's still a lot of internal enablement involved in self-serve GTM, as we need our website creatives, email marketers, social media managers, and so on to be well versed in our product and value messaging so that they're empowered to drive awareness and sell through digital cha......Read More
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Mike Greenberg
SurveyMonkey Director of Product Marketing • March 13
Marketing fundamentals are the same whether your growth strategy is PLG or traditional outbound marketing (and the two are not exclusive!): you still need to understand your target market, develop effective messaging, and get in front of the right people at the right moment. At SurveyMonkey, we e......Read More
742 Views
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