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Self-Serve Product Marketing

What’s the most important lesson you’ve learnt from a Product Marketing failure that acts as your guiding principle?

1 Answer

Product Marketing & Growth Advisor • December 7

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. Each team is contributing to the overall success of the company in major ways. When you have new initiatives you want to impl......Read More

718 Views

What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?

2 Answers

Rekha Srivatsan

Salesforce Vice President Product Marketing • July 27

Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs ......Read More

716 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

8 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

One of the biggest changes is that I find the relationship with the product team to be different in a product-led growth company. It’s a much closer partnership, focused on more than just launch moments but ongoing work, and shared metrics. When it comes specifically to the sales and marketing f......Read More

2312 Views

What is your process for collecting user feedback?

Do you use ever use NPS or any other survey style?

7 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conversation ratings, for example. We also do run NPS surveys, using survey apps integrated into our Messenger. Some of our product t......Read More

876 Views

For webinar marketing, how are the responsibilities split between product marketing and content?

1 Answer

Madison Leonard 🕶

Product Marketing & Growth Advisor • December 7

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/contribute to webinars, but not own webinar execution. For thought-leadership webinars, I've seen product marketing, content, and com......Read More

551 Views

What tools do you use to survey your customers and how do you extract qualitative vs quantitative insights from it?

6 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

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

1881 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

AssemblyAI VP of Marketing • November 17

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

2274 Views

How do you vet candidates on their abilities to execute a PLG strategy? What do you look for in their past experiences? What are your favorite interview questions? Do you do any assignments?

1 Answer

Madison Leonard 🕶

Product Marketing & Growth Advisor • December 7

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

812 Views

How should product marketing split feature adoption KPIs with the product team (for B2B self-serve SaaS)

10 Answers

Gregg Miller

Oyster® VP of Product Marketing • February 11

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

1211 Views

What's the most effective way you've found to introduce/launch new features within the product UI?

9 Answers

Anjali T. Cameron

Landed Head of Marketing • October 4

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

751 Views

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