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Growth Product Marketing
2 Answers
Kacy Boone
Clockwise Head of Growth Marketing • May 25
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 marketin......Read More
674 Views
If you have to improve the adoption rate of a SaaS product, where would you start?
Like what are the first things you would check/do?
7 Answers
Jessica Webb Kennedy
Tailscale Head Of Marketing • December 8
I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More
1746 Views
5 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
1787 Views
6 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
1327 Views
2 Answers
Kacy Boone
Clockwise Head of Growth Marketing • May 25
Product marketing is deeply aligned to the product team and is focused on maximizing the adoption of the product suite. Product marketing can also be split into “inbound” and “outbound” functions depending on the stage of the company. Inbound being responsible for research, strategy, and insights......Read More
840 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
1535 Views
4 Answers
Rahul Chhabria
Sentry Director of Product Marketing • October 6
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 ......Read More
964 Views
18 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
879 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
2643 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
580 Views