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Jeff Hardison

Head of Product Marketing, Calendly

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How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

Jeff Hardison

Calendly Head of Product Marketing • August 10

First, I try real hard to let go of my ego and temporarily forget about the past (e.g., how I worked with demand gen in another company). Every company’s marketing department is structured differently, and it’s important to quickly adapt. Then, I try to be human and have a conversation with each......Read More

2559 Views

What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

Jeff Hardison

Calendly Head of Product Marketing • August 10

Growth can mean different things in different orgs. In some orgs, a growth person owns acquiring new users (with performance marketing or ads, and so forth). In other orgs, growth helps with proposing and testing different growth levers (e.g., an invite-a-friend option in-app, adding signup-for-f......Read More

1341 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

Jeff Hardison

Calendly Head of Product Marketing • August 10

This is one of my favorite topics, and I write more extensively about product-led marketing versus sales-led marketing on the Product-Led Growth Collective site: https://www.productled.org/blog/marketers-prepare-product-led-growth The tl;dr, though: In many product-led growth (PLG) companies non......Read More

1288 Views

How would you approach this product marketing interview assignment?

Jeff Hardison

Calendly Head of Product Marketing • August 10

I’d have to see your assignment response to make recommendations! And I probably shouldn’t print my recommendations here publicly, as this company probably wants to keep the assignment confidential. Feel free to befriend me on LinkedIn, and I'll take a look at your assignment and give you feedback. ...Read More

781 Views

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

Jeff Hardison

Calendly Head of Product Marketing • August 10

First off, I love shared KPIs between departments (particularly between product management and product marketing management)! I’m happy you’re thinking this way. Historically, some organizations did measure product marketing qualitatively. Did XYZ department feel supported by PMM? Or even in a ......Read More

718 Views

How do you approach your work geared toward individual users (B2C) vs. your B2B/enterprise customers?

Jeff Hardison

Calendly Head of Product Marketing • August 10

Because product marketing is such a collaborative function -- we're like diplomats and glue between product-engineering-design, marketing, customer success, and sales (if you have it) -- I try to open up my "empathy reserves" for the various departments I'm going to work with. If it's B2C, I thi......Read More

600 Views

If you have to improve the adoption rate of a SaaS product, where would you start?

Jeff Hardison

Calendly Head of Product Marketing • August 10

Oh, man, big question! It really depends on the product and company. But if I have to generalize... First, I’d try to get crystal clear on what we mean by adoption rate. Is that net-new free signups? Is that activation of those signups? Let’s say it’s it’s activation of those signups for discuss......Read More

569 Views

As a product marketer, what tactics do you use to impact product roadmap?

Jeff Hardison

Calendly Head of Product Marketing • August 10

I just say, "I really think this feature idea is really cool!" Just kidding. One of my go-to tactics is compiling customer feedback about a problem or feature idea from several customers. Create a Notion document, outline the problem, and list several quotes from customers about said problem.......Read More

542 Views

How do you manage launches when the product team has a difficult time sticking to timelines?

Jeff Hardison

Calendly Head of Product Marketing • August 10

It's very common -- particularly in modern software companies -- for product teams to move timelines based on engineering constraints, customer feedback in the beta-testing process, and more. All product marketers wrestle with this situation. So, realize you're not alone! I recommend explaining ......Read More

512 Views

How much of your growth marketing tactics based around acquisition, and how much are they based around retention?

Jeff Hardison

Calendly Head of Product Marketing • August 10

Each quarter, our team is generally proposing helping with KPIs around: - acquisition of new users - activating those new users - expanding or upgrading users (using their credit card to buy something more) - retaining those users month over month, and year over year - talking to sales abou......Read More

492 Views

Credentials & Highlights

Head of Product Marketing at Calendly

Formerly InVision, Clearbit, Amazon (consultant)