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Growth Product Marketing

How much of your growth marketing tactics based around acquisition, and how much are they based around retention?

5 Answers

Henrique Saboia

Hinge Health Vice President of Growth • July 23

It really depends on the lifecycle stage of the product and the goals/OKRs set up each quarter. But it is very common for growth-focused initiatives to be organized around the audience lifecycle. I often organize my teams, strategies, and tactics around some version of the following but adapted t......Read More

1068 Views

What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

5 Answers

Henrique Saboia

Hinge Health Vice President of Growth • July 23

Traditional Product Marketing and Growth Product Marketing should be complementary functions. When done successfully, a Growth Product Marketing team will be more focused on rapid experimentation and growing user engagement metrics, and less focused on product development and product launches. An......Read More

2039 Views

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

4 Answers

Henrique Saboia

Hinge Health Vice President of Growth • July 23

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 t......Read More

1581 Views

Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?

2 Answers

Kacy Boone

Clockwise Head of Growth Marketing • May 25

If there’s a Growth Product & Engineering team that has enough work to support a growth product marketer, then I’d say it makes sense. Their work and scope should be closely mapped to the roadmap of the Growth Product team. Typically will be focused on experiments to improve core user metrics thr......Read More

487 Views

Can you share some growth hacking tactics that work for boosting product adoption?

1 Answer

Marisa Currie-Rose

Shopify Director of Product Marketing • January 26

Some of the things I think about for boosting product adoption include: 1. In-product notifications and promotions, starting first with onboarding and milestone-related campaigns 2. Product and feature Cross-Sell and Upsell 3. Co-marketing and partnership opportunities 4. Email drip camp......Read More

864 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

8 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

One of the biggest changes is that I find the relationship with the product team to be different in a product-led growth company. It’s a much closer partnership, focused on more than just launch moments but ongoing work, and shared metrics. When it comes specifically to the sales and marketing f......Read More

1932 Views

How do growth PMMs partner with growth PMs? What are the primary duties of each and what are the handoff points?

1 Answer

Lisa Dziuba

LottieFiles Head of Product Marketing • December 4

Growth product marketing managers (PMMs) and growth product managers (PMs) often work closely together to drive adoption and growth of the product. The primary duties of each role are different, but they are also complementary, and the handoff points between the two roles can vary depending on th......Read More

400 Views

How do I measure sales enablement success?

16 Answers

Srini Sekaran

Amazon Senior Product Manager • June 7

Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity. Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More

905 Views

How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?

4 Answers

Henrique Saboia

Hinge Health Vice President of Growth • July 23

I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. There are many transferable skills, like the ones you outlined above. That said, it can be difficult to find a Product Marketing le......Read More

804 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?

12 Answers

Feng Hong

TikTok Global Product Marketing Manager • July 18

Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More

1367 Views