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
Madison Leonard
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 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 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
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