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Self-Serve Product Marketing

9 Answers
Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 17
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
3254 Views
6 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingNovember 18
This probably won’t come as a huge surprise, but our most used tool for surveys at Airtable is...Airtable. A lot of our customer surveys are done using Airtable Forms, which help us store that feedback directly in Airtable to report on and sync to other important bases, so everyone in the org has......Read More
1638 Views
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?
3 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingNovember 18
I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should be very focused on the initial purchase/use of your product and your expand strategy should focus on building on momentum from......Read More
1985 Views
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?
7 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingNovember 18
You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role.  * Acquisition: My team is very focused on how w......Read More
2521 Views
1 Answer
Madison Leonard 🕶
Madison Leonard 🕶
Product Marketing & Growth AdvisorDecember 8
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 have no prior experience in that type of role. I prefer that prospective candidates put together a presentation on a previous......Read More
574 Views
10 Answers
Gregg Miller
Gregg Miller
Oyster® VP of Product MarketingFebruary 12
In an ideal world product and product marketing should be embedded in one another’s efforts from start to finish (see my other response on “customer needs” and getting PMM further upstream). In this world product marketing has played an active role in helping set the vision for the feature, doing......Read More
1129 Views
9 Answers
Anjali T. Cameron
Anjali T. Cameron
Landed Head of MarketingOctober 5
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headl......Read More
745 Views
7 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
It's always easier to sell in new things to an existing audience than try and build a new one. It also depends on your philosophy. If it is like Airbnb's original, "Get 100 people to love you rather than a million people to sort of like you," you should focus on your existing users. If you feel l......Read More
2086 Views
7 Answers
Clara Lee
Clara Lee
Automattic VP, Product & Operations (WooCommerce)October 7
Great question, especially for Product Marketing organizations that are still scaling to meet the footprint of much larger Product and/or Sales teams.  Although you may find your bandwidth consumed by executional activities, it's important to ensure you continue to bring market intelligence an......Read More
972 Views
5 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingNovember 18
If you’re asking about how self-serve product teams impact my function: I’ve never been at a company where there is a “self-serve product” team. There are some teams that are more focused on the self-serve experience, like a “first experience” team that’s really focused on getting customers up an......Read More
1301 Views