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Dan Laufer

Dan Laufer

CEO

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Working with Product with Dan Laufer, Head of Growth & Product Marketing at Nextdoor
Working with Product with Dan Laufer, Head of Growth & Product Marketing at Nextdoor
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Connect with Dan Laufer on Linkedin: https://www.linkedin.com/in/dlaufer/ Join Dan on Sharebird here: https://sharebird.com/profile/dan-laufer Questions we covered in this episode: 1. How do you add value to PMs and the product team?  2. How do you build a good relationship with Product?  3....more
Dan Laufer
Knowing that marketing is always trying to quantify their metrics, how are you in Product Marketing quantifying the ROI of your work?
That's a great question. It depends a lot on the product of course. There are some products that lend itself to a soft launch before we put any marketing effort behind it in which case quantifying marketing impact is pretty straightforward. More generally, I'm a fan of PMM and PM co-owning sever...more
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Dan Laufer
How do you deliver sales feedback to the product team to inform the current roadmap and make changes?
There are a few touchpoints here: 1. Our sales team posts a report after meeting with a prospective client that gets shared with all revenue stakeholders including marketing and product. So we're all seeing feedback on a per client basis although admittedly that can be a lot to con...more
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Dan Laufer
Where should product marketing report into? Product management or marketing?
There are good arguments for either. My team is in the marketing org so I have a bias towards that structure :) Ultimately it comes down to people and where you think PMM can have the most impact and benefit from a resourcing and influence standpoint. I don't think there's a dogmatic answer or a...more
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Dan Laufer
I am at a company where Product builds the roadmap without many insights from Marketing or research. How can I start making a change in my organization to influence the roadmap based on consumer insights?
That can be very tough. Similar to another answer I wrote, I think a lot of this is interpersonal which makes specific feedback tough without more context. A few ideas to hopefully help: 1. Assume best intentions. Presumably product wants the same end outcome as marketing/research.  2. Given ...more
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Dan Laufer
What are some ways product marketing can prove their value to product management?
I think a good PMM should take the stance that "I'm going to know everything about the product, competitive landscape and our customers." If you do that well there are several ways to prove value to PMs, for example:  1. Provide competitive insights/positioning they may be missing.  2. Share a ...more
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Dan Laufer
How do I influence the roadmap of our product, when my product team isn't very open to it?
That's tough since a lot of it is interpersonal dynamics. I don't think there's a silver bullet but a couple thoughts that might help:  1. Bring product into some of the meetings/focus groups where you're hearing the feedback. That may help them crystallize what you're hearing. 2. Set up a 1:...more
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Dan Laufer
At what stage of product roadmap planning and execution should you step in as a product marketer?
I think there are three stages to product planning that involve a product marketer: 1. Before the roadmap is set (helping inform what the product should be),  2. While the product is being built (ensuring it'll make sense to customers), 3. When the product is getting ready to launch (positionin...more
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Credentials & Highlights
CEO at PipeDreams Ventures
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA