AMA: Vanta Head of PLG Product Marketing, Madison Leonard on Self Serve Product Marketing
December 7 @ 9:00AM PT
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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?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Land and expand is music to my ears! Growth for PLG companies focuses on word-of-mouth and peer-to-peer sharing, both organic and strategic. Example of organic word-o...
701 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Great question - this is very common in today's PMM landscape. There are 3 main product marketing differences: Target audience Messaging Value prop For self-serve pro...
377 Views
3 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Self-serve products are focused on the end-user rather than the buyer. Traditional product marketing in a sales-led organization focuses on positioning the product to buy...
326 Views
3 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Utilize product data for quantitative insight. For example, how many people clicked through the in-app product tour? Utilize surveys and interviews for quantitative ins...
319 Views
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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.
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Think of onboarding as a path towards value. Product marketing, growth, and product should all work together to make the time to value as short as possible. The end goal ...
513 Views
4 requests
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
The product roadmap is ever-changing! It's never too late to voice customer feedback. Most importantly, make sure to document your findings are provide visbility. If thes...
340 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This should be decided before a launch plan or GTM strategy is crafted. Always have a north star! Whenever possible, I recommend following this guide: Identify the targe...
292 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?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Great question. To clarify, self-serve product marketing still needs to enable sales teams. Just not as frequently as sales-led organizations. Typically, self-serve pro...
339 Views
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What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
I love using NPS! I'm also a big fan of getting product feedback in the form of star rating, thumbs up/down, etc. Users have little patience for long surveys, so it's o...
357 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
PLG product marketing is focused on the individual user, whereas sales-led product marketing is focused more on the buyer. However, I will say that most PLG companies m...
594 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
I'm a big fan of in-app guides and tours. And from my personal experience, it usually outperforms email. Everything should be crafted with the best user experience in-mi...
318 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Oooo this really depends on so many factors! Is your organization focused more on product-led or sales-led growth? Do you have a Growth Product division? etc.. IMO, yes....
328 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Personally, I hate mini projects for strategic roles and think they should be abolished altogether. The only exception to this rule is internal transferring, esp if you h...
1066 Views
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How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
I'm a huge fan of slack messages. I usually create a public slack channel and add key stakeholders to it. I'll bookmark resources to the top for easy self-serve access. T...
409 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This is such a hard one! I think it would be getting leadership buy-in. There are so many conflicting priorities in the workday, especially in a startup environment. Ea...
1443 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
TDLR: self-serve product marketing focuses on the individual user persona and their use cases vs traditional product marketing in a sales-led company focuses on the buyer...
841 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
With SMB, your buyers are also your individual users. You need to sell them on both the solution of your product and impact on business results, as well as sell them on t...
313 Views
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Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Leveraging your existing user base can be done in a number of ways, but if I could highlight only one thing it would be this: have someone dedicated to it full-time. Yo...
272 Views
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For webinars for customer engagement and thought leadership, how are the responsibilities split between product marketing and content?
Does product marketing own the webinar strategy and content or do they influence the strategy but lean on their content partners to come up with the content?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Ooof this is a tough one and honestly it depends on how things were structured at your organization from the beginning. IMO, product marketing should influence/contribu...
1281 Views
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