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Self-Serve Product Marketing

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?

11 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

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

3206 Views

How to make sure the voice of our consumer is heard when product marketing may not be involved during the product roadmap development process.

8 Answers

Clara Lee

Hootsuite VP, Product • October 6

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

1315 Views

As a PMM charged with balancing both self-serve and enterprise customers of the same product, what are the nuances between the two?

5 Answers

Kacy Boone

Clockwise Head of Growth Marketing • July 29

Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More

700 Views

How much emphasis is put on creating messaging/driving adoption for a new product with existing clients versus focusing on using that product to drive new business?

8 Answers

John Gargiulo

Airbnb Head of Global Product Marketing • November 30

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

2567 Views

How do you structure your Product Marketing team?

10 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More

2181 Views

How does self-serve product impact product marketing function?

6 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

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

1687 Views

What questions do you ask users when trying to improve user onboarding from a product marketing perspective?

I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.

8 Answers

Pulkit Agrawal

Chameleon Co-founder & CEO • February 4

I would approach this in two ways: 1. Identify where the problem lies -- use quant data to understand where drop-off is occuring 2. Identify why the problem exists -- understand user motivation and where the friction is in their flow that's preventing them from succeeding. For the latter, you c......Read More

837 Views

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

7 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

2152 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?

5 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

3242 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?

2 Answers

Madison Leonard

Marketing & GTM Consultant • 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

1032 Views

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