Anand Patel

Director of Product Marketing, Appcues

About

Product marketing at TeamSnap. Prior Head of Product Marketing at Paysafe. UCI MBA alum. Enjoy sports, family and technology.

Content

Are there any broad metrics you guys track as PMMs?

Anand Patel

Appcues Director of Product Marketing • August 27

Below are some key metrics we track, many already shared by David and Ellie, but I have bolded a few that are slightly different: * Revenue of product line (or product portfolio) * Average lead age or length of sale * # of customer interactions * Customer NPS * Average win rate (win/loss ra......Read More

1498 Views

If you were building a PMM team from the ground up, e.g. in a startup, which responsibilities would you want to own vs what would you expect the PM team to manage?

Anand Patel

Appcues Director of Product Marketing • January 8

One of the things I have noticed during my time at various companies is that PMs may not get the opportunity to interact and engage with customers as much as they like. Too many times, they are very development focused, and roadmap is led by HiPPOs. If this is the case in your orginazation, I wou......Read More

771 Views

What is the best tool to store/distribute your marketing and sales assets?

Anand Patel

Appcues Director of Product Marketing • January 31

Copying my answer from the following thread: https://sharebird.com/does-anyone-have-suggestions-for-hosting-content-assets-for-the-sales-team-to-referenceuse We are currently looking into tools like Highspot, Showpad and Docurated. It allows us to create a central respository of managed and tr......Read More

743 Views

How do you package up a bunch of small feature enhancements to tell a bigger story that will interest people?

Anand Patel

Appcues Director of Product Marketing • March 14

I like Zach's suggestion of finding a good mix but there can be times when a larger story just has more impact. At the end of the day, the key thing is to think in themes, and how those themes are going to drive value and impact for your customers. If a feature or item by itself will have large i......Read More

651 Views

What are the biggest surprises when going from a company where product marketing was established to one where you have to establish product marketing?

Anand Patel

Appcues Director of Product Marketing • October 27

I've had to build out product marketing at both a large organization (4,000 employees) and a growing organization (150 employees), and I would say the biggest surprise/challenge is creating the right working relationships. Product: Defining who owns what since PMs may have been managing many ......Read More

617 Views

What are the most common hurdles you encounter that prevent launches from achieving their goals and conversely are there challenges you prepare for that never really materialize?

Anand Patel

Appcues Director of Product Marketing • April 1

I completely agree with RJ. One of the biggest mistakes I have seen is determining launch KPIs without a full understanding of who your target audience/market is. I have a clear example of this where product marketing was brought in just a few weeks prior to launch of a product, and the leadershi......Read More

597 Views

Does anyone have suggestions for hosting content assets for the sales team to reference/use?

Anand Patel

Appcues Director of Product Marketing • January 18

We are currently looking into tools like Highspot, Showpad and Docurated. It allows us to create a central respository of managed and tracked collateral/content. These can obviously be slightly pricy so the other option is to keep a very organized Box/Dropbox folder that makes all content and......Read More

595 Views

What types of products do datasheets make sense for?

Anand Patel

Appcues Director of Product Marketing • September 11

It could just be a naming convention, as we tend to produce sales sheets/one-pagers, which serve a similar purpose. As Mike mentioned, we focus on the problems and value rather than specifics of features. It serves as a high level 'why does it matter' document, that does not necessarily need as m......Read More

465 Views

I am hiring for Developer Advocates / Developer Evangelists. Any suggestions or a good group / community to tap into for this talent profile?

Anand Patel

Appcues Director of Product Marketing • October 12

One suggestion would be to see if you have any talented sales engineers that may want to make the move. These individuals have spent a lot of time speaking with customers, understanding their technical needs and frustrations. It is not always the case that you will find an ideal candidate the......Read More

393 Views

What are some common Messaging mistakes you see Product Marketers make?

Anand Patel

Appcues Director of Product Marketing • September 21

They set and forget. People change. Customers change. Needs change. So your messaging will need to change with it. For that reason, it's good to do a high-level analysis of your messaging at least annually, if not more often. Make sure it still resonates with customers, make sure additional segme......Read More