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Self-Serve Product Marketing

How do you communicate product marketing updates and activities to the rest of the company?

9 Answers

Diana Smith

Twilio Director of Brand and Product Marketing, Twilio.org • July 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

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

6 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 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

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 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

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 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

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 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

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 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

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 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

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?

7 Answers

John Gargiulo

Airbnb Head of Global Product Marketing • December 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

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

7 Answers

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

How does self-serve product impact product marketing function?

5 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 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