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Jeff Hardison

Jeff Hardison

Head of Product Marketing, Calendly
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Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingAugust 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)
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Top 10 Product Marketing Contributor
Lives In Portland, Oregon
Knows About Growth Product Marketing, Self-Serve Product Marketing, Establishing Product Marketin......more