Communities
Sign Up / Sign In
Jeff Hardison
Head of Product Marketing, Calendly
About
Head of product marketing at Calendly, a meeting lifecycle platform with 20 million customers. Previously advised Clearbit, InVision, HP, Amazon, and more.
Content
Jeff Hardison
Calendly Head of Product Marketing
Summary
In this playbook, I share how we launched Calendly’s Enterprise offering as we moved up market. Our launch exceeded our target revenue goals, successfully positioned Calendly as an enterprise solution, and generated a large pipeline (45 percent increase) of enterprise deals. Many successful pr......Read More
Calendly Templates Included
Jeff Hardison
Calendly Head of Product Marketing • August 11
First, I try real hard to let go of my ego and temporarily forget about the past (e.g., how I worked with demand gen in another company). Every company’s marketing department is structured differently, and it’s important to quickly adapt. Then, I try to be human and have a conversation with each......Read More
3681 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
Growth can mean different things in different orgs. In some orgs, a growth person owns acquiring new users (with performance marketing or ads, and so forth). In other orgs, growth helps with proposing and testing different growth levers (e.g., an invite-a-friend option in-app, adding signup-for-f......Read More
2249 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
This is one of my favorite topics, and I write more extensively about product-led marketing versus sales-led marketing on the Product-Led Growth Collective site: https://www.productled.org/blog/marketers-prepare-product-led-growth The tl;dr, though: In many product-led growth (PLG) companies non......Read More
1823 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
I’d have to see your assignment response to make recommendations! And I probably shouldn’t print my recommendations here publicly, as this company probably wants to keep the assignment confidential. Feel free to befriend me on LinkedIn, and I'll take a look at your assignment and give you feedback. ...Read More
1280 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
Because product marketing is such a collaborative function -- we're like diplomats and glue between product-engineering-design, marketing, customer success, and sales (if you have it) -- I try to open up my "empathy reserves" for the various departments I'm going to work with. If it's B2C, I thi......Read More
982 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
I just say, "I really think this feature idea is really cool!" Just kidding. One of my go-to tactics is compiling customer feedback about a problem or feature idea from several customers. Create a Notion document, outline the problem, and list several quotes from customers about said problem.......Read More
901 Views
Jeff Hardison
Calendly Head of Product Marketing • March 24
Years ago, a VP of product management made a joke while asking me about the status of my 30-60-90 Day Plan: "Let me guess, it's 30 days of studying, 30 days of planning, and 30 days of finally shipping something." He was right of course! My 30/60/90 was a collection of activities in which ......Read More
861 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
First off, I love shared KPIs between departments (particularly between product management and product marketing management)! I’m happy you’re thinking this way. Historically, some organizations did measure product marketing qualitatively. Did XYZ department feel supported by PMM? Or even in a ......Read More
835 Views
Jeff Hardison
Calendly Head of Product Marketing • May 18
Good product marketing helps build the brand. Good brand marketing helps drive usage of the products. To me, they're like cousins in marketing. Perhaps more so than any other marketing disciplines. Take Apple, a master of marrying their brand marketing and product marketing. Here's an old ad fo......Read More
804 Views
Jeff Hardison
Calendly Head of Product Marketing • August 11
I feel fortunate that I’ve led positioning/messaging workshops since I graduated college because I worked for an agency that mandated them for every project we worked on for tech clients. Getting an exec team to agree on a document outlining positioning and messaging isn't the hard part in my o......Read More
738 Views
Credentials & Highlights
Head of Product Marketing at Calendly
Formerly InVision, Clearbit, Amazon (consultant)
Lives In Portland, Oregon
Knows About Growth Product Marketing, Self-Serve Product Marketing, Establishing Product Marketin......more