Elise Beck
Director of Product Marketing, Wistia
Content
Elise Beck
Wistia Director of Product Marketing • December 1
The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleton or bones of the thing. Without the armature, your sculpture could easily lose shape and fall apart. Without positioning, your......Read More
483 Views
Elise Beck
Wistia Director of Product Marketing • May 3
I believe that every idea and request can be valuable, and at Wistia, we've worked hard to foster a culture where product ideas and feedback are openly shared. Of course, there's always room for improvement, but we strive to make feedback visible and welcome. It's important to keep in mind that ......Read More
439 Views
Elise Beck
Wistia Director of Product Marketing • May 3
When it comes to aligning the goals of your product and PMM teams, it's important to first look at your company's overarching OKRs--which should act as a guiding star for your entire organization. Once you have a clear understanding of these company-level OKRs, you can start to align your produc......Read More
430 Views
Elise Beck
Wistia Director of Product Marketing • May 3
In product marketing, we often focus on brand-new features that can attract new customers and expand our market. But for existing customers who've already bought in, sometimes the little updates make the biggest impact. To ensure that the product team prioritizes these updates, it's really impor......Read More
415 Views
Elise Beck
Wistia Director of Product Marketing • May 3
In my experience, it's important for the product team to establish their own OKRs that ladder into the company-level objectives. However, creating a culture of agility that enables quick and reliable product releases can be a real challenge. I've been in scenarios where the product organization h......Read More
414 Views
Elise Beck
Wistia Director of Product Marketing • May 3
Again, I think this is where it's helpful to align with your company-level OKRs. At a high level, you're all working towards the same goals. If you have an idea that you think might help you achieve those goals, it's important to share that with your product org. Any data you can bring to the c......Read More
412 Views
Elise Beck
Wistia Director of Product Marketing • May 3
This is a great question! At Wistia and HubSpot, we implemented a "Product Spotlight Series" as a monthly mechanism to showcase incremental product improvements to customers via email, blog posts, and videos. This approach reminds customers that your product is continuously evolving and encourag......Read More
405 Views
Elise Beck
Wistia Director of Product Marketing • May 3
Again, I'm a firm believer that product marketing should be in lockstep with their counterparts in product. As a new product marketer, taking the time to forge those relationships and build trust with the product team is an essential first step. It's also important to align around higher-level c......Read More
404 Views
Elise Beck
Wistia Director of Product Marketing • December 1
There are a few ways you can validate your messaging: * I like to start by doing a customer listening tour. Spend some time getting to know your target customer and pay close attention to the way that they are describing their process and pain points. When you unveil your final messag......Read More
400 Views
Elise Beck
Wistia Director of Product Marketing • May 3
In my experience, it's best if product marketing is in lockstep with the product triad (product manager, designer, and tech lead). They should all have a really clear idea of what they're building and who it's for. There are two parts of the design process where PMM might be a bit more involved: ......Read More
396 Views
Credentials & Highlights
Director of Product Marketing at Wistia
Formerly HubSpot, Buildium
Lives In Cambridge, MA
Knows About Go-To-Market Strategy, Scaling Product Marketing, Product Marketing Career Path, SMB ......more