Natalie Louie

AMA: Zuora Former Product Marketing Senior Director, Natalie Louie on Stakeholder Management

May 5 @ 10:00AM PST
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Zuora Former Product Marketing Senior Director, Natalie Louie on Stakeholder Management
Top Questions
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
As a PMM I’ve always had a close relationship with demand gen, from startups to public companies. Here’s what we do together and what we each own separately: Together we discuss themes and ideas but demand gen owns the tactics and PMM owns the strategy. We both own the results. Demand Gen: focu......Read More
2740 Views
2 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
The more technical your product and complex your use cases, i.e. selling to enterprise customers, then PMM can report into Product. This is what we do at Zuora and other companies I’ve worked at. The less technical the product and the less complex your use cases, i.e. selling to SMB/MM customers......Read More
1344 Views
1 request
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
With traditional marketing we have a wider audience and are doing a marketing volume play and casting a wider net. With an ABM strategy we know exactly who we want to go after and it’s a targeted, smaller audience. More time is spent sizing the accounts, looking at the data and deciding which to......Read More
1007 Views
2 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
At two previous companies I worked at (Zuora and Hired) we have OKRs and each group creates their own and works with each other to define theirs. We can also view everyone's OKRs in our Workboard tool. Alignment begins before any project begins. Each quarter we all get better at aligning our OKRs......Read More
1441 Views
4 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
PMMs can be more proactive to own more of the funnel and customer journey when they expand their expertise to have a say in or own the pricing and packaging strategy. PMMs already connect the dots between customers and products and know how to deliver value across the entire customer journey. We......Read More
1132 Views
1 request
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
This is a similar answer to a prior question. There are two parts to your question that I’ll address separately.  1. Get stakeholders aligned on a decision making framework: treat each stakeholders like one of your “personas”. Understand their role, what their pain points are and wha......Read More
720 Views
2 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
To get people excited about a new deck, make sure the message and content is solid by getting feedback from sales, subject matter experts, product managers, executives, sales engineers, solution consultants, analysts, consultants, customers -- as many stakeholders as possible. The magic is in the......Read More
914 Views
2 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
Product Market yourself. Start by thinking about why you want to move to PMM and how you would position and message yourself -- and write it down. Be clear in why you want to move to PMM. Then reach out to your internal PMM leader and ask for a skip-level 1:1 and conduct an informational intervie......Read More
1062 Views
1 request
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
Here are 4 ways this can be mitigated:  * There’s always a reason why you don’t agree -- when you can get to the data and root cause driving the disagreement -- then you start to build bridges to get back on the same page. Instead of disagreeing, a good response is to keep asking “why”......Read More
1216 Views
4 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
Yes, I always do.   Treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how you can help them......Read More
1892 Views
4 requests
Natalie Louie
Natalie Louie
ICONIQ Capital Product & Content MarketingMay 5
I mentioned this in a prior question - treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how y......Read More
1448 Views
2 requests