Amanda Groves
Senior Director Product Marketing, Crossbeam
About
Hey there - I’m Amanda, but my friends call me Groves. I’m a marketing leader, athlete, military spouse, and mom. My journey has led me to hold roles across healthcare tech, experiential learning, edtech, hrtech, martech and ecosystem intelligence......more
Content
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More
1046 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More
973 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
When launching new features in products, you can influence activation by reaching your customers where they are in their journey. Whether that's in-app with embedded posts, product tours, explainer videos - or reactivate sleepy customers with targeted email messages. Best resources to learn from:......Read More
649 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
Telltale signs of success: customer buy in. If you have customers that have tested the new feature (in alpha or beta phases), informed the roadmap, and have provided use cases that the feature has solved for - you know your launch train is headed in the right direction. Even better, get commitmen......Read More
621 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I have, a few times! To establish a Beta program, I would work closely with customer success and product as both stakeholders are needed to keep a beta program running smoothly. Define what good looks like between your stakeholders along with ownership areas and key responsibilities. CS should he......Read More
572 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • September 6
Revenue is the tippy top north star metric. But you can slice and dice how PMM influences revenue based on revenue stage. I like to think about measuring PMM using the 4 A framework: Awareness - demand gen/PQLs Activation - registered users/engagement Adoption - land and expand/utilization Ad......Read More
544 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • June 21
I track product usage out of the gate and usually shoot for 30% attach rate (adoption) within the target audience I'm serving. From there I look to our company North Stars: win rate, deal velocity, pipe gen, expansion rev to inform PMM peformance. But product activation and engagement/rea......Read More
543 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • September 6
How do you define product marketing? How do you measure success? What is your superpower? What do you wish I asked that I didn't? What's a brand you think is marketed poorly. Why? What would you do to improve it? Tell me about your favorite campaign, career win, or highlight. Why does that sp......Read More
505 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • September 7
Since rev gen/attainment is our north star, we prioritize efforts based on TAM per region. There are also localization dependencies for a global SaaS strategy, so we work with security and legal to ensure our product is servicable to global solutions before prioritizing market entry/SoW takeover.......Read More
487 Views
Amanda Groves
Crossbeam Senior Director Product Marketing • September 7
It depends on seniority level of hire, but typically I look for experience in a customer-centric role: marketing or customer success in SaaS (B2B a plus). Key attributes for me are: detail oriented/technical prowess, storytelling/written abilities, empathy, collaborative, curious, systems mindset......Read More
476 Views
Credentials & Highlights
Senior Director Product Marketing at Crossbeam
Formerly 6sense, JazzHR, Imagine Learning, Appsembler
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Studied at University of Pittsburgh. Dual Major: English Writing and Communications
Lives In Allison Park
Hobbies include Running, Painting, Writing, Reading
Knows About Brand Strategy, Building a Product Marketing Team, Category Creation, Competitive Sal......more