AMA: Zuora Former Product Marketing Senior Director, Natalie Louie on Stakeholder Management
May 5 @ 10:00AM PT
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 everyo...
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 ...
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How has your product marketing team traditionally worked with demand generation / growth marketing?
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?
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 di...
4106 Views
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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...
1657 Views
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
This is a similar answer to a prior question. There are two parts to your question that I’ll address separately. Get stakeholders aligned on a decision making framewor...
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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. PM...
1828 Views
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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, s...
1505 Views
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 w...
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 s...
1835 Views
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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...
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ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 6y
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 ...
2101 Views
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