Eric Keating

It's all about segmentation. In another answer here, I suggested a dual-axis approach to segmentation (attributes x adoption). On the attribute axis, start with whichever...

Totally depends on the organization. I've seen it owned by the product manager, the product marketer, growth lead, etc. I'm stating the obvious here, but at some level, e...

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 irrelevan...

Orient yourself and every other stakeholder to usage and adoption goals. Adoption takes time. When revenue targets are involved, adoption rates can and should serve as a ...

Great question. First and foremost, you've got to set clear expectations up front (for yourself and for the organization) that launch day is not the finish line. Far from...

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...

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 insi...

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'...

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 Kl...

Start with a framework that uses attributes and adoption as the two axes. On the attribute axis, start with whichever attributes are most relevant to your business or spe...