Dee Dee Wolverton

Dee Dee Wolverton

Product & Instructor Marketing, Director, Udemy

AMA's

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Dee Dee Wolverton
Product & Instructor Marketing, Director
Great question.  PMM and UXR are equal partners. Typically PMM is responsible for drafting the project brief which provides context and the learning objective. UXR recommends the research approach, the tools, and designs the execution brief. PMM will review the questions to ensure it aligns with...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
We think about this as a layered approach, of which time is an important consideration. Here are some ways to think about the differences: * Jobs To Be Done (JTBD): Essentially, what is the 'job' someone is 'hiring' your product to do? What is the outcome they're looking for? This is extreme...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
Tactically, you can apply the learnings in pretty much any way - from sourcing to targeting. However, in many case, you'll want to make sure other teams are aware of this information so that they can use it even if you personally aren't involved. With that in mind, think about how you can sociali...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
Ideally, in everything :) Product Marketers should aim to approach our work from the perspective of the consumer, and frequently bring that view into internal conversations. This is why we closely evaluate their options (via competitive tracking), their experience (product and userflow), and the...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
It truly does take a team to develop a strong pov on the market - a PMM can drive it, but you'll want other internal subject-matter experts to contribute.  I'd recommend first aligning w/your leadership team, and ask them to dedicate one person to help even if in a limited capacity (a few hours ...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
Always assume best intent. Start there. Often times people want to help, but there are other things going on; there may be nuances you have not yet considered which your stakeholder is weighing carefully. It's important to dig in to see where the resistance may be coming from and get your stakeho...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
Yes! We can and we do - surveys, interviews, localization checks, experimentation, and instructor advisory boards. Some of these are a heavier lift than others, so it’s important to ensure you are really thoughtful to marry the content and desired outcome to the testing approach, to ensure you ca...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
A market analysis is complex: there are many (many) different things that make up a market, and it can easily become a sociological discussion - especially as you see similar trends across multiple markets, driven by divergent factors. Ultimately, you are seeking to understand a) headwinds b) ta...more
Dee Dee Wolverton
Product & Instructor Marketing, Director
The language of love at Udemy is Data. As such, we're always looking for more, and consumer insights are a constant. Research is conducted on an ongoing basis by our incredible User Research group. This includes longitudinal research where we would like to track progress over time such as for up...more
Credentials & Highlights
Product & Instructor Marketing, Director at Udemy
Top Product Marketing Mentor List
Product Marketing AMA Contributor