Eric Keating

VP Marketing, Appcues

Content

How to convince your product team to create shared OKR's with PMM?

Eric Keating

Appcues VP Marketing • June 1

This is about strategic alignment. It starts at the top. I've used a number of goal-setting frameworks including OKRs and my POV is that the framework itself is irrelevant. Success is most often the result of focus and alignment. When done right, product marketers and product managers should be t......Read More

490 Views

What template do you use when pitching customer/prospect priorities to Product leadership?

Eric Keating

Appcues VP Marketing • June 1

I can't really recommend a specific template as I've seen/used a variety of templates over the years and still don't have a strong preference. Here's what I think is most important: * Establish a dedicated source of truth for this (ongoing) conversation. Every company I've worked at has cu......Read More

413 Views

How can you involve your product marketing team in roadmap discussions early on without being seen as intrusive or kingdom-building?

Eric Keating

Appcues VP Marketing • June 1

In short, relationships and process. Great product marketing can make a product manager look like a hero. But great product marketing requires getting involved early. It's your job to help your PMs understand what you need and why, and more importantly, what's in it for them. * Meet with the......Read More

403 Views

As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?

Eric Keating

Appcues VP Marketing • June 1

Ask them. 99% of PMM<>PM challenges can be resolved by better communication, whether at the individual level or further up the chain of command. * "What kinds of insights are relevant and actually useful to you? Why?" * "How could I better package/present insights like these?" * "What else ......Read More

399 Views

Does your product marketing team have an efficient system for quantifying technical costs for new roadmap items that you request? If another team is required for estimating certain roadmap item costs, what's the best way to approach them?

Eric Keating

Appcues VP Marketing • June 1

I'm not the best person to answer this question, but my team interviewed somebody who is. I highly recommend you check out this take from Conor O'Mahony, who served as Klaviyo's Chief Product Officer at the time of recording: https://www.productled.org/blog/interview-connor-omahony-klaviyo He ......Read More

389 Views

How to anchor product initiatives / influence product priorities based on member journey / customer priorities.

Eric Keating

Appcues VP Marketing • June 1

If I understand the question correctly, this is about allocating time for journey/experience improvements when PMs are focused on feature/capability development. In short, it starts by getting aligned on goals. At the highest level, start with your company's current strategic priorities. What'......Read More

375 Views

As a product marketer, when and how do you communicate your product roadmap to both active and prospective customers?

Eric Keating

Appcues VP Marketing • June 1

There's no right or wrong answer here. Really depends on your organization's current priorities. For example, if you're going hard in a new product direction, it may make sense to share a lot more about what they should expect over the next 6-12 months than you typically would. That being said......Read More

359 Views

How much of your product design is data driven based on product marketing learnings and experimentation vs trusting the word of the designer?

Eric Keating

Appcues VP Marketing • June 1

If your designer isn't using any kind of data as an input into their design choices, then I'm not sure I'd feel comfortable just "trusting their word" for it. Start by asking your product designer how they make design choices. Ask about what data they use, if any. Maybe they are using adequate da......Read More

359 Views

What are some best practices you recommend for bringing brand creative and product design teams together in a collaborative setting?

Eric Keating

Appcues VP Marketing • June 1

I love this one! I love it because I'm so proud of the work our teams have done to improve product design <> brand design collaboration at Appcues over the last couple of years. Here's what we did: * Establish a #design Slack (insert new chat tool here) channel and ensure all designers are i......Read More

357 Views

How do you ensure your launch's excitement translates into long-term adoption and community engagement?

Eric Keating

Appcues VP Marketing • May 3

Great question. First and foremost, you've got to set clear expectations up front (for yourself and for the organization) that launch day is not the finish line. Far from it. Most people put so much emphasis and pressure on the initial market launch. In many ways, it's just the beginning. 1. Goa......Read More

273 Views

Credentials & Highlights

VP Marketing at Appcues