Question Page

For webinars for customer engagement and thought leadership, how are the responsibilities split between product marketing and content?

Does product marketing own the webinar strategy and content or do they influence the strategy but lean on their content partners to come up with the content?
Madison Leonard
Madison Leonard
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks AnimationDecember 8

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 comms all own this in the past. 

If you're lucky to have a large marketing team, I usually divide responsibilities for webinars like this: 

  1. Product marketing owns outline and enablement material 
  2. Content owns design and copy refinement 
  3. Ops or Success owns delivery and lead tracking backend 
...Read More
1060 Views
Product Marketing KPIs
Thursday, November 14 • 12PM PT
Product Marketing KPIs
Virtual Event
Helen Ledger
Nikki Davis
Cathy Leung
+184
attendees
Top Product Marketing Mentors
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Brianne Shally
Brianne Shally
Nextdoor Ex-Head of Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Leah Brite
Leah Brite
Gusto Head of Product Marketing, Employers
Susan "Spark" Park
Susan "Spark" Park
Monzo Director of Product Marketing
Jeff Hardison
Jeff Hardison
Calendly VP of Product Marketing
April Rassa
April Rassa
Clari VP, Solutions Marketing
Julien Sauvage
Julien Sauvage
Clari VP, Brand, Content and Product Marketing