Self-Serve Product Marketing
What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
Lol. They spend their time getting to know their audience. Self-serve product marketers are their own sales enablement team. Selling a dev product? Do you understand what...
415 Views
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
I'm a huge fan of slack messages. I usually create a public slack channel and add key stakeholders to it. I'll bookmark resources to the top for easy self-serve access. T...
411 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
Honestly, community based content. When other people talk about what your product solve for them in earned media channels like reddit, social, hacker news, etc etc, this ...
382 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
Dev tools are a great example of doing self-serve resources. I'd say having an all encompassing "docs" site that gives users a fully formed "user's manual" that they can ...
387 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
Highly dependent on product, audience, price point, etc etc. But you can see, for example, with a lot of the vibe coding tools, they're almost entirely self-serve at the ...
403 Views
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SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
Here are several nuances (generalizations, not hard truths) to consider between self-serve and enterprise customers from a product marketing standpoint:
Who they are:
...
939 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
There are two main ways tech companies make money:- sales-led: a salesperson works with a customer and closes the deal (which was the norm for decades)- self-serve: a cus...
1323 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
I look for full funnel ownership. Have you built a strategy, then had to carry thru on execution. And once launched, how do you both optimize your acquisition and onboard...
368 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
I think the “old” model of analytics tools like UTM trackers and attribution models might giving cloudy at best data due to things like “dark social” or just buyers doing...
388 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo
I have found it depends on the size of the company. Early stage startup. PMM is content marketing and owns everything. A bit more mature, maybe you have an external or in...
534 Views
What are key certifications or courses to become a product marketing manager?
I'm a digital marketing specialist looking to transition to product marketing
DocuSign Senior Product Marketing Manager • 5y
I have taken Shyna's class and can vouch for it 100%. She taught me the foundational skills I really needed to start in PMM.
2208 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 1y
All the various growth methodologies or go-to-market methodologies, whether product-led or sales-led, do share some commonalities. In the case of PLG, you utilize the pro...
752 Views
Amazon Product Marketing Lead, AI/ML Acceleration, AWS • 2y
You need to network with other teams and find ways to get involved. Choose initiatives that can move the needle for the company but also contribute to your growth as only...
1782 Views
What questions do you ask users when trying to improve user onboarding from a product marketing perspective?
I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Think of onboarding as a path towards value. Product marketing, growth, and product should all work together to make the time to value as short as possible. The end goal ...
514 Views
Skilljar Director of Product Marketing | Formerly Intercom, Glassdoor, Prophet, Kraft • 4y
It’s no surprise since at Intercom we offer an in-product surveys tool, so I’m naturally a big fan of in-product surveys. Even before Intercom, I had always seen a 3-4x r...
664 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
The product roadmap is ever-changing! It's never too late to voice customer feedback. Most importantly, make sure to document your findings are provide visbility. If thes...
340 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 1y
At SurveyMonkey, we had several false starts when first introducing our Enterprise sales motion (thinking back to my earlier years at the company in 2015-16). The main ch...
1081 Views
What is your process for collecting user feedback?
Do you use ever use NPS or any other survey style?
Career & Leadership Coach/ Former Director, Product Marketing • 5y
We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conver...
1682 Views
Airtable Former Sr Director Product Marketing | Formerly Salesforce, AppDynamics, WeWork, Airtable • 4y
PMMs should be responsible for KPIs that bring users and customers to the product and through onboarding and activation. Are the materials provided to educate a user lead...
2446 Views
Resolve AI Product Marketing | Formerly Google • 1y
Great question. The key to leveraging a community of passionate users and consulting partners, is to view them as force multipliers for your go-to-market efforts.Let's st...
2313 Views
Warp Head of Growth | Formerly Shopify, Square, startups • 2y
It depends on the scale of the launch, but I would generally use the following process:
Get Specific on Your Target Audience:
Customer Segmentation: Identify key se...
830 Views
Salesforce SVP & CMO, Tableau • 4y
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy.
But at a high level, in SMB, the user and the dec...
1467 Views
Michael Baker International Product Marketing Manager | Formerly IBM • 2y
I was actually looking at the same thing and wondering myself. I've been in product marketing for 4 years. Completely self-taught and winging it. I'm hoping some seasoned...
562 Views
PandaDoc VP of Product Marketing & Brand • 4y
Our team is structured by audience type and discipline. We have one part of the team focused on our end users and prospects, another part of the team is focused on our pa...
1214 Views
Upstart Product Marketing Director, New Products • 3y
First off, congrats! The positive impact that can have on revenue and growth is pretty remarkable. When standing up a new function, I always think broadly to start. For e...
1217 Views
How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
MarketingStat - Survey insights. Your value Chief Analytics Officer • 2y
Words are important. You do not 'manage' someone who doesn't report into you.You 'partner' with them. Fail to accomplish that, and you will fail on the job.There is a mis...
203 Views
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
RudderStack Product Marketing Manager • 5y
Do you add your beta users to a Slack channel?
2142 Views
Altruist VP of Marketing • 4y
There are product-led companies that also have sales and marketing funnels. I would say marketing and sales funnels are key to the success of many product-led companies. ...
1294 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This should be decided before a launch plan or GTM strategy is crafted. Always have a north star!
Whenever possible, I recommend following this guide:
Identify the targe...
292 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Self-serve products are focused on the end-user rather than the buyer. Traditional product marketing in a sales-led organization focuses on positioning the product to buy...
326 Views
How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Land and expand is music to my ears!
Growth for PLG companies focuses on word-of-mouth and peer-to-peer sharing, both organic and strategic.
Example of organic word-o...
709 Views
Anthropic Product Marketing Leader • 2y
I recommend you:Learn how to get your own insightsLearn what's worked for othersDevelop your own tasteYou'll notice most of these lean toward taking action versus "requir...
1202 Views
Anthropic Product Marketing Leader • 2y
Every successful SaaS company needs to find, activate, retain, and monetize users. Product-led growth (PLG) is a strategy that aims to make the product—as opposed to sale...
1530 Views
Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?
I will face this challenge very son and my thoughts are:
- which are the company objectives?
- which are the marketing and product marketing specific objectives?
- the resources in place to achieve the objectives (human, financial, tools)
- where is the product on the lifecycle?
- top three priorities
- how are sales/marketing/product teams organised?
Freshworks Vice President - Global Product Marketing | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • 3y
1. What is your mandate for product marketing ?
Note: Open ended question. Really important to hear the founders vision behind this function. Always a best practice to st...
433 Views
Salesforce Senior Director, Product Marketing • 3y
Communication LeadershipStrategic Thinking (ability to think and see big picture but also dive into the details and problem solve). For example, can this person go deep i...
861 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
TDLR: self-serve product marketing focuses on the individual user persona and their use cases vs traditional product marketing in a sales-led company focuses on the buyer...
842 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
This is such a hard one!
I think it would be getting leadership buy-in.
There are so many conflicting priorities in the workday, especially in a startup environment. Ea...
1444 Views
For webinars for customer engagement and thought leadership, how are the responsibilities split between product marketing and content?
Does product marketing own the webinar strategy and content or do they influence the strategy but lean on their content partners to come up with the content?
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Ooof this is a tough one and honestly it depends on how things were structured at your organization from the beginning.
IMO, product marketing should influence/contribu...
1287 Views
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Medallia Vice President Product Marketing • 4y
This is a good list to start with. I will add a couple:
Analyst/3rd party thought leadership pieces: Having independent, 3rd party content is very helpful. If you are ...
2865 Views