Alina Fu

I used to lead a Customer Insights team, so we have used all types of metrics for user feedback. There are NPS surveys, in product happiness scores, customer satisfaction, etc. I would recommend aligning with Product and other departmental functions on how the user feedback is utilized, where are...more

Like any good story, make it relevant. I use different slides showcasing similar concepts and tailor it by region, segment, or audience type. Examples: * If I want to show traffic figures, I would use the regional version because it is more applicable. * If I want to use customer examples ...more

I use to joke that my job (besides working on product enablement) was to negotiate so I highly recommend this book: How to Win Friends and Influence People by Dale Carnegie I would also recommend the Marchitect podcast series from the Product Marketing Community, the Product Marketing Alliance a...more

What I’ve learned from great leaders who are able to inspire and motivate is to gain consensus before you walk into the room. This is pretty much how I have shared messaging guides internally to ensure alignment. If you are really starting from scratch, hosting a workshop to hear everyone’s opini...more

I am a big believer that mismatched expectations are most often the root cause of complicated relationships. Some companies delineate Product Marketing as Inbound and Outbound product marketing. What are the expectations from leadership and from Product has for which type of product marketing yo...more

I partner very closely with the VP of Rev Marketing to make sure we have a coordinated funnel strategy. We are in constant communication and alignment for acquisition, conversion and retention. In addition, product marketing measures deals influenced for attribution. Our product marketing team’s ...more

ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies. Data-driven marketing has extended beyond analytics, social, SEO/SEM, and A/B testing into insights and 3rd party data on customers’ wants and needs to tailor ...more

Salesforce immediately comes to mind. When you think of CRM, what other solutions do you think of? They do a great job explaining the product in digestible sound bites, by gamifying the learning experience and making advanced progression and product enablement fun. When they introduced the Trailb...more

I would recommend first uncovering the root cause of the confusion. Is the confusion causing redundancy, disagreements over roles & responsibilities, are mismatched expectations of results? The best partnership between product marketing and marketing is when there are clear metrics that will mak...more

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio...more