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Growth Product Marketing
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
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
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
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
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
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
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
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
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

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