Anna Wiggins

Anna Wiggins

Sr. Director Product Marketing, BlueVine

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Anna Wiggins
Sr. Director Product Marketing
There are a few ways to collect customer insights. First, you can look at your own data to understand how your customers are using the product and what they are doing on your site. Tools like Google Analytics, MixPanel, Crazy Egg, and Segment are great for journey mapping customer behavior at sca...more
Anna Wiggins
Sr. Director Product Marketing
THERE ARE PRODUCT-LED COMPANIES THAT ALSO HAVE SALES AND MARKETING FUNNELS. I WOULD SAY MARKETING AND SALES FUNNELS ARE KEY TO THE SUCCESS OF MANY PRODUCT-LED COMPANIES.  TO ANSWER YOUR QUESTION, THE BIGGEST DIFFERENCE IS THAT IN A SELF-SERVE COMPANY YOU WILL BE FOCUSED ON PRODUCT MARKETING AT S...more
Anna Wiggins
Sr. Director Product Marketing
This will depend on your goals for the beta. Does the product team just need to test the product for bugs or are you establishing product-market fit? If you are testing the bugs, you can run the beta for a few weeks. In this case, you likley don’t need customer feedback because you can use your ...more
Anna Wiggins
Sr. Director Product Marketing
This will depend on why you are collecting the feedback and what you hope to get out of it.  NPS is certainly a powerful tool to get a quick and consistent read on whether your customers are satisfied with your product. However, NPS surveys are generally only a few questions. You’ll find out wha...more
Anna Wiggins
Sr. Director Product Marketing
Product UI real estate is a powerful, contextual tool in introducing new launches. Your customers are most engaged and most likely to take action on your new launch when they are already in the product. And this is especially true for a self-service model because frequently this is the only way c...more
Anna Wiggins
Sr. Director Product Marketing
SIMILAR TO MY EARLIER ANSWER, PRODUCT MARKETERS WHO WORK ON SELF-SERVE PRODUCTS ARE MAINLY FOCUSED ON COMMUNICATING WITH CUSTOMERS AT SCALE - SINCE THIS MODEL RELIES ON BROAD-BASED CHANNELS TO INTEREST, EDUCATE, AND RETAIN CUSTOMERS. YOUR WEBSITE, PRODUCT UI, AND RESOURCE CENTER WILL BE DOING A L...more
Anna Wiggins
Sr. Director Product Marketing
I actually answered a few questions on having a seat in the product development process in a previous Sharebird AMA on Influencing the Product Roadmap. Visit this link to check it out: https://sharebird.com/h/product-marketing/ama/manychat-sr-director-product-marketing-and-content-anna-wiggins-on...more
Anna Wiggins
Sr. Director Product Marketing
Whether you work on a self-serve or a sales-driven product will, in a way, define the type of product marketing you'll do. In a sales-driven organization, most of your product marketing activities will enable sales or account management teams. Your metrics will be focused on the sales team's succ...more
Anna Wiggins
Sr. Director Product Marketing
The ideal scenario is that product and product marketing have shared adoption KPIs because this creates greater investment and accountability from both groups. If that’s not the case, product will tend to focus on post-login KPIs such as MAUs and DAUs. Marketing will focus on pre-login KPIs such ...more
Anna Wiggins
Sr. Director Product Marketing
Optimizing onboarding becomes very important in a self-serve model because you don’t have the benefit of a sales team to guide prospects through sign-up and onboarding funnels. It’s great that you already have a list of new users who dropped off because you can start collecting insights by looki...more
Credentials & Highlights
Sr. Director Product Marketing at BlueVine
Top Product Marketing Mentor List
Lives In Los Angeles, California