Profile
Caroline Walthall

Caroline Walthall

Director of Product and Lifecycle Marketing, Quizlet
About
I lead product marketing and lifecycle marketing at Quizlet. Our PMM team drives market research, messaging, product launches, long term adoption strategies, growth/activation, and monetization. Prior to Quizlet I was a PMM and lifecycle marketer ...more

Content

Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
We have a product pod structure at Quizlet. Each product pod has 1-2 very clear business goals and usually owns certain product lines or domain areas. Every pod has a PM, a PMM, a designer, a product analyst, a product support specialist, an engineering manager, and an engineering team.  This ...Read More
1627 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 15
If your industry thrives on frequent technology updates, quarterly can make sense, or potentially even more frequently than that. It really comes down to how you balance out your marketing and product calendars. What events or “moments” has your company established that serve as anchors your loya...Read More
1624 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 15
Beyond the 5 “don’t”s I listed in another question, here are two others: * Not having tight enough clarity and communication about what the launch stages look like for all stakeholders. Sometimes it’s fine to have a more decoupled feature/product release and marketing launch, but oftentim...Read More
1561 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
If you can get it, the most important thing is executive buy-in for a team structure that honors marketing not just in the end phase, but also as a crucial thought partner to product and design. If you’ve had product launches that haven’t landed with the impact expected, those are great case stud...Read More
1547 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
Other than the things already mentioned throughout my answers (relationship building, offering to facilitate planning sessions, etc.), I would also try to show them your own marketing calendar/roadmap.  Share what you think your goals will be and ask to compare it to the rough product roadmap....Read More
1274 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 15
It depends on your product and business model. Since Quizlet is a freemium model that offers a ton of value to more than 50 million students each month, we focus a lot on the onsite placements that capture active user attention. Pop up modals and banners can be really useful to get your messag...Read More
1226 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
Yes! I can relate! Feature-level messages are so limited on the marketing side. Part of your job as PMM is help recommend the best way to 1) connect features benefits, 2) roll benefits into value props, and 3) provide positioning statements for your target markets.  PMMs can take the lead o...Read More
1225 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 15
1. No clear messaging target - it’s almost impossible to write copy for everyone, so it ends up being for no one. In this scenario, we also become more tempted to use our internal lingo in absence of anything more specific, which almost never works. Even if you want to reach a broad ...Read More
1207 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 15
Build from what you know If you’re doing this to prepare for a launch, I’d consider whether this new feature or product is for a similar audience that you already target. If are marketing to a large portion of your existing customers, you may already have some journey insights. It helps to plot ...Read More
1166 Views
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingJanuary 31
Set super clear research goals whenever you talk to customers or conduct a research study. As part of those goals, explain what the physical output of the research will be and articulate next actions the team should be able to take.  Examples might be something like "create a customer journey ...Read More
1156 Views
Credentials & Highlights
Director of Product and Lifecycle Marketing at Quizlet
Formerly Udemy
Top Product Marketing Mentor List
Lives In San Francisco, CA
Knows About Growth Product Marketing, Release Marketing, Developer Product Marketing, Influencing...more