Start with data. Ground your messaging in first and third party data that
illuminates what is important to your target customers, key pain points,
aspirations, how they like to be messaged to, language they use, etc.
Show your work -- don’t just include the suggested messaging in the doc; add an...more
I’d set expectations upfront -- this is all new to us and our primary goal
initially will be learning. Start with your hypotheses and treat your work as
tests to help you learn faster with more structure. These investments upfront
pay off in the long run, allowing you to validate / in-validate hy...more
I’d keep an eye on all the indicators - leading and lagging.
For leading, do your campaign metrics indicate that people are interested and
engaged? How is this helping you fill your funnel? Can you use technology like
Gong, which records and transcribes sales conversations, to track keywords
I’d start by doing a listening tour. Understand where they are in their PMM
learning journey (have they worked with PMM before? How much do they know about
the role?), needs or pain points they have, and their expectations of you in the
role (not all of which will be correct nor need to be fulfil...more
I’d clarify upfront what they are hoping to achieve with the exercise. Is it for
internal knowledge? To publish competitive checklists on your website? What will
it mean for them to know how your tech stacks up in the market? Clarifying and
getting alignment on how the information will be used an...more
Three big impacts of having a self-serve product include 1 - there is no sales
readiness & enablement that is part of the role. That also means you’ll rely
more heavily on other methods to drive conversion and adoption. 2 - you likely
have access to more data more quickly (larger lead base and sh...more
Rather than a KPI, the things I see teams miss most often is looking at output
rather than impact. Before setting KPIs, it is key to establish what you want to
achieve and why at an organizational level. After companies set their north star
and goals, that should flow into department priorities, ...more
Upfront, I just want to call out something that you all likely already know -
PMM’s strategic and interconnected role makes it difficult to pinpoint and
measure impact. Strategic, foundational work is hard to measure. And being so
interconnected means that there are heaps of dependencies and vari...more
Competitive Intelligence with Leah Brite, Head of Product Marketing, Core Product at Gusto
Follow Leah on LinkedIn [https://www.linkedin.com/in/leahbrite/].
Join Leah on Sharebird [https://sharebird.com/profile/leah-brite].
Questions covered in this episode:
1. Can you tell us a bit about yourself and your role at Gusto?
2. How do you and the product marketing team at Gusto handle co...more