Kacy Boone
Head of Growth Marketing, Clockwise
Content
Make sure it makes sense first! Do you have a Growth Product team to pair up
with? Is Growth well resourced at your company? Is there already a Product
Marketing team? A growth marketing team?
I obviously have lots of questions in order to be helpful here, but I think
reading through the othe...more
If there’s a Growth Product & Engineering team that has enough work to support a
growth product marketer, then I’d say it makes sense. Their work and scope
should be closely mapped to the roadmap of the Growth Product team. Typically
will be focused on experiments to improve core user metrics thr...more
Totally! I’ve helped multiple growth marketers make this jump before. You’ve
already got the marketing channel performance chops, so I would lean into that.
If you’ve built out a strong understanding of what messaging works for your
audience, that can also be highly applicable to product marketin...more
At my current company, Clockwise, we’re focused on acquisition and monetization
mostly. We’re a new product and there’s still lots of room for growth at the top
of the funnel so we’re prioritizing efforts like nailing paid acquisition
strategy, driving demand for the sales team with events and co...more
Growth Product Marketing is an emerging role, especially impactful at companies
that have a strong Growth Product arm. As a Growth PMM, you should be mapped to
a Growth Product team and support the team in the same ways that a traditional
PMM does. As a Growth PMM you’ll be working closely with t...more
I think the core definition is still the same but in pure B2B you’re going to
have a much stronger emphasis on sales enablement and think of sales as one of
your core channels for communicating with customers. In PLG or B2C, you’re going
to have a stronger emphasis on communicating directly to us...more
1. Get a good handle on your funnel metrics
2. Identify areas in the funnel where there is disproportionate dropoff
3. Once you’ve narrowed in a bit on where in the funnel you want to focus, talk
to your customers. Get feedback on what hurdles exist and what might
overcome those hurdle...more
PRODUCT MARKETING IS DEEPLY ALIGNED TO THE PRODUCT TEAM AND IS FOCUSED ON
MAXIMIZING THE ADOPTION OF THE PRODUCT SUITE. PRODUCT MARKETING CAN ALSO BE
SPLIT INTO “INBOUND” AND “OUTBOUND” FUNCTIONS DEPENDING ON THE STAGE OF THE
COMPANY. INBOUND BEING RESPONSIBLE FOR RESEARCH, STRATEGY, AND INSIGHTS...more
This is such a great example about how you can’t necessarily take a standard
playbook and apply it to every company. The dynamics of team size, resourcing,
stage of company, all factor in to how you approach defining the role of your
team.
To answer your question, it starts with finding ways t...more
There may be times that a product marketer has qualitative goals, but I’d say
product marketing (in my experience) has had quantifiable goals more often than
not. I think it’s good practice for both growth marketing and product marketing
to think critically about how they are driving value to the...more
Credentials & Highlights
Head of Growth Marketing at Clockwise
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Los Angeles, CA