What are the KPIs you’re focusing on?

It really depends on the company you work for, but for product-led sales companies like Airtable, we look at key performance indicators along the entire customer journey. Early in the funnel, we’ll focus on metrics like sign up and activation because we want to ensure people who find Airtable are successful onboarding onto the platform.

For decision-makers, we’re looking at marketing qualified leads and conversion to sales accepted leads. For existing accounts, we focus on user growth, retention, and expansion.

Lagging indicators would be new logos and net new ACV.

On the product side, we also keep a close eye on new feature adoption and NPS.

The answer to this question really depends on what sort of business you're in. I've typically worked in B2B businesses for most of my career, and B2B organizations have very sales-forward KPI metrics for product marketing, usually coming out of the following three: deal velocity (how fast is sales selling); deal size (how well are you selling the value of the product/solution and are you optimizing for cross-sell); and win-loss rate (how many prospects are closing vs not).  

However, if you're a product marketer taking a PLG-centric view you might want to have more product metrics as you're casting nets vs fishing poles. Create feedback loops for your messaging on all your customer-facing channels - is this web copy meeting the need? Is the messaging positioned on my materials appropriately to tell the story I want to tell? Are visitors converting to leads? Are we doing "too good" of a job and getting a lot of dormant signups (users that sign up for the product but never use it)? It's harder to draw straight lines through KPIs in the PLG world, but user growth is the most obvious and biggest one, though obviously shared with Product.