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?
1 Answer
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • December 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:
- Product marketing owns outline and enablement material
- Content owns design and copy refinement
- Ops or Success owns delivery and lead tracking backend
1185 Views
Related Ask Me Anything Sessions
SurveyMonkey Senior Director, Head of Product & Lifecycle Marketing, Morgan (Molnar) Lehmann on Self-Serve Product Marketing
Google Product Marketing Lead, Varun Krovvidi on Self-Serve Product Marketing
Canva Ecosystem Marketing Leader, Indy Sen on Self-Serve Product Marketing/Product Marketing for PLG
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Susan "Spark" Park
Monzo Director of Product Marketing
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Jackie Palmer
ActiveCampaign VP Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
April Rassa
Clari VP, Solutions Marketing
Marcus Andrews
Pendo Sr. Director of Product Marketing
Natala Menezes
Dialpad Vice President Product Marketing
Related Questions
What questions do you ask users when trying to improve user onboarding from a product marketing perspective?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? What's the most effective way you've found to introduce/launch new features within the product UI?Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?What is your process for collecting user feedback?What’s the most important lesson you’ve learnt from a Product Marketing failure that acts as your guiding principle?