AMA: You.com Director, Product Marketing, Ben Geller on Product Launches
March 18 @ 10:00AM PT
View AMA Answers
đź‘‹ Ben Geller
Hi all, I'm Ben Geller, most recently Director of Product Marketing and Demand Generation at You.com
đź‘‹ Based in: Los Angeles, CA
🧠Top of mind: Just finished Priya Parker's "The Art of Gathering" and can't stop thinking about it. So much of what we do as PMMs is bring people around a table to solve hard problems—Priya gives you a framework on how to do this with intention and purpose. Highly recommend.
đź’¬ Ask me about: AI startups and being a founding PMM. I've done it twice, at ZipRecruiter from early days through IPO, and at You.com from Series A through a $1.5B Series C.
🍦 Fun fact: Outside of work I love ceramics. There's no better feeling than creating something with your hands.
đź‘‹ Based in: Los Angeles, CA
🧠Top of mind: Just finished Priya Parker's "The Art of Gathering" and can't stop thinking about it. So much of what we do as PMMs is bring people around a table to solve hard problems—Priya gives you a framework on how to do this with intention and purpose. Highly recommend.
đź’¬ Ask me about: AI startups and being a founding PMM. I've done it twice, at ZipRecruiter from early days through IPO, and at You.com from Series A through a $1.5B Series C.
🍦 Fun fact: Outside of work I love ceramics. There's no better feeling than creating something with your hands.
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
What does your post-launch operating cadence look like for monitoring, retrospectives, and iteration on messaging and assets?A few pieces of advice for making sure your p...
378 Views
1 request
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
A few principles that hold regardless of business model:Master one channel before scaling to the next. Each channel functions differently and what works in one rarely tra...
405 Views
1 request
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
In enterprise, I love this definition for PMF: six customers within the same vertical, using the product for the same use case.The big trap in B2B, especially in AI right...
410 Views
1 request
How does a GenAI enabled platform change your approach to customer segmentation?
In a short time, everything is different. Customer segmentation is a hard problem. Does your previous customer segmentation still work? Did you adapt it? Did you create anything new? Or is it still so early that you're still figuring it out?
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
GenAI has meaningfully changed customer segmentation—not the fundamentals, but the resolution at which you can execute.Pre-AI, ICP definition was largely firmographic. Yo...
464 Views
1 request
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
For a tier-one B2B enterprise launch, I think about metrics across two dimensions: market attention and pipeline.Market attention (top of funnel)Impressions and share of ...
420 Views
1 request
When re-launching a product in the market through a different lens of value, how would you create the demand for it, and what campaigns would you run?
We're about a launch a new product that's creating a new category, but is largely solving some of the core issues with the "old way". Since it's potentially a "new way vs old way" narrative, how should I design marketing and sales to create demand and education for this product?
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
This is really two challenges in one.When relaunching through a different lens of value, it is a two step process:Nail your positioning. Understand your user's jobs to be...
410 Views
1 request
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1mo
In B2B with a 6-18 month sales cycle, you can't wait for closed-won deals to tell the story of whether marketing is working. A few things that help:Measure upstream signa...
415 Views
1 request