All related (6)
Kacy Boone
Head of Growth Marketing, ClockwiseMay 22

Totally! I’ve helped multiple growth marketers make this jump before. You’ve already got the marketing channel performance chops, so I would lean into that. If you’ve built out a strong understanding of what messaging works for your audience, that can also be highly applicable to product marketing.

In terms of areas for self-development, I've found that those moving from growth to product typically need to shore up their customer research & insights skills, as well as crafting positioning and messaging. 

Tamara Grominsky
Chief Strategy Officer, Unbounce
This is going to depend entirely on the growth stage of your business and the health of your customer base. If you're a startup, you'll need to focus on getting new customers in the door. But, if those prospects or trialers aren't converting into paying customers, or are churning out rapidly in the first few months, then there's no point in adding more into a leaky bucket. You'll need to patch up the bucket first. In reality, balancing customer lifecycle initiatives will be an evolving and fluid activity. In order to maintain the right balance, you'll need insight into your lifecyle m...
Kacy Boone
Head of Growth Marketing, Clockwise
At my current company, Clockwise, we’re focused on acquisition and monetization mostly. We’re a new product and there’s still lots of room for growth at the top of the funnel so we’re prioritizing efforts like nailing paid acquisition strategy, driving demand for the sales team with events and content launches, and experimenting on the user lifecycle to improve monetization. We have incredible net revenue retention organically, so there's not a need for us to focus on retention at the moment.
Jeff Hardison
Head of Product Marketing, Calendly
Oh, man, big question! It really depends on the product and company. But if I have to generalize... First, I’d try to get crystal clear on what we mean by adoption rate. Is that net-new free signups? Is that activation of those signups? Let’s say it’s it’s activation of those signups for discussion purposes. The second thing I recommend is sign up for free (if you're PLG) for your company’s product using a burner email and record your screen going through the first-time user experience. What screens do you see? What emails do you receive in the first five days? First 30 days? What in-app ...
Henrique Saboia
Vice President of Growth, Hinge Health
Finding the best possible KPI to measure the success of a product both qualitatively and quantitatively is incredibly challenging, and very few companies ever get it right. I have found that the OKR process can be a great help in that process. Specifically, if Growth and Product Marketing share the same objective, they can own different Key Results. Here is a made-up example: At Amazon e-commerce, they may look like this.  Goal: To be the first place where prospective buyers search for products on the internet. Growth KR: To increase traffic and conversion on PMM KR: To cr...
Rahul Chhabria
Director of Product Marketing, Sentry
I try to think of our role as Contextual Educators. We’re responsible for providing the best first impression through content and being able to communicate the value of our product well enough to encourage someone to sign up or start a trial. That means testing messaging at scale across multiple audiences, evaluating and owning onboarding email sequences, and analyzing funnel metrics to update/build the ideal onboarding flow to ensure a new or existing customer is successful in achieving their jobs to be done. But our role doesn’t end at conversion, we need to educate continuously. I work ...