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Eric Keating
VP Marketing, Appcues
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Eric Keating
Appcues VP Marketing • May 31
This is about strategic alignment. It starts at the top. I've used a number of goal-setting frameworks including OKRs and my POV is that the framework itself is irrelevant. Success is most often the result of focus and alignment. When done right, product marketers and product managers should be t......Read More
486 Views
Eric Keating
Appcues VP Marketing • May 31
I can't really recommend a specific template as I've seen/used a variety of templates over the years and still don't have a strong preference. Here's what I think is most important: * Establish a dedicated source of truth for this (ongoing) conversation. Every company I've worked at has cu......Read More
409 Views
Eric Keating
Appcues VP Marketing • May 31
In short, relationships and process. Great product marketing can make a product manager look like a hero. But great product marketing requires getting involved early. It's your job to help your PMs understand what you need and why, and more importantly, what's in it for them. * Meet with the......Read More
399 Views
Eric Keating
Appcues VP Marketing • May 31
Ask them. 99% of PMM<>PM challenges can be resolved by better communication, whether at the individual level or further up the chain of command. * "What kinds of insights are relevant and actually useful to you? Why?" * "How could I better package/present insights like these?" * "What else ......Read More
397 Views
Eric Keating
Appcues VP Marketing • May 31
I'm not the best person to answer this question, but my team interviewed somebody who is. I highly recommend you check out this take from Conor O'Mahony, who served as Klaviyo's Chief Product Officer at the time of recording: https://www.productled.org/blog/interview-connor-omahony-klaviyo He ......Read More
389 Views
Eric Keating
Appcues VP Marketing • May 31
If I understand the question correctly, this is about allocating time for journey/experience improvements when PMs are focused on feature/capability development. In short, it starts by getting aligned on goals. At the highest level, start with your company's current strategic priorities. What'......Read More
375 Views
Eric Keating
Appcues VP Marketing • May 31
If your designer isn't using any kind of data as an input into their design choices, then I'm not sure I'd feel comfortable just "trusting their word" for it. Start by asking your product designer how they make design choices. Ask about what data they use, if any. Maybe they are using adequate da......Read More
359 Views
Eric Keating
Appcues VP Marketing • May 31
I love this one! I love it because I'm so proud of the work our teams have done to improve product design <> brand design collaboration at Appcues over the last couple of years. Here's what we did: * Establish a #design Slack (insert new chat tool here) channel and ensure all designers are i......Read More
357 Views
Eric Keating
Appcues VP Marketing • May 31
There's no right or wrong answer here. Really depends on your organization's current priorities. For example, if you're going hard in a new product direction, it may make sense to share a lot more about what they should expect over the next 6-12 months than you typically would. That being said......Read More
356 Views
Eric Keating
Appcues VP Marketing
Product Led Growth with Eric Keating, VP of Marketing at Appcues
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Connect with Eric Keating on Linkedin: https://www.linkedin.com/in/erickeating/ Questions we covered in this episode: 1. Kids and Zoom 2. How Eric got into Marketing 3. What is Product Led Growth? 4. Why is it growing so fast right now? 5. What should PMMs doin at a PLG company? 6. P......more
Credentials & Highlights
VP Marketing at Appcues
Top Product Marketing Mentor List
Lives In Boston, MA
Knows About Establishing Product Marketing, Release Marketing, Growth Product Marketing, Category......more