AMA: SurveyMonkey Director of Product Marketing, Mike Greenberg on Self-Serve Product Marketing
March 13 @ 9:00AM PT
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SurveyMonkey Product Messaging Framework
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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 y...
1536 Views
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SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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 cu...
890 Views
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SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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-faci...
821 Views
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SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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, vertica...
1756 Views
2 requests
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?
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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...
861 Views
2 requests
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?
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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 so...
1039 Views
3 requests
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.
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
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...
886 Views
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