Profile
Kevin Wu

Kevin Wu

Former Sr Director Product Marketing, Airtable
About
I am the founding partner of Harmonic Message, a product marketing consultancy. I was previously at Salesforce, AppDynamics, WeWork, and Airtable.

Content

Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 2
Good Product Marketing OKRs really depend on the business and what the company is trying to achieve. For example, if there's no unified launch process, you may set an objective to develop a launch program. Or another example: you're starting to lose deals to a specific competitor. You may kick of...Read More
20433 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
I agree with this statement. Sometimes when I look at PMM resumes that say something like “Increased sales pipeline by 30%” or “Increased product adoption by 15%”, I’m often skeptical because how much credit can a PMM really take? Did you write all the content? Did you do all the work on campaign...Read More
5407 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
We use OKRs at Airtable and we align OKRs from the top to bottom with an app built on Airtable (of course). Every PMM works on objectives that ladder up to marketing OKRs which in turn ladder up to corporate OKRs. Pretty standard stuff and we find that it works well for us. Not every company work...Read More
1183 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
I see PM and PMM as different sides of the same coin. PMs face engineering, design, and research while PMMs face marketing, sales, and success. PMs are responsible for solving a customer’s problems in a delightful way and owning the roadmap. PMMs are responsible for taking products to market and ...Read More
1158 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
Today Airtable is often compared with project management tools like Smartsheet, Monday.com, and Asana. That's because project or program management is the most common use case for teams needing to transition off some combination of email, Slack, and spreadsheets. People who give Airtable a spin ...Read More
1080 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
Airtable grows quickly within the enterprise via word of mouth and through natural viral growth. When a team builds a solution on top of Airtable, other teams learn about it and realize they can solve their problems too. If you're asking about standard marketing channels we've seen success in the...Read More
1073 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
It really depends on the company you work for, but for product-led sales companies like Airtable, we look at key performance indicators along the entire customer journey. Early in the funnel, we’ll focus on metrics like sign up and activation because we want to ensure people who find Airtable are...Read More
1053 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
This is a big question! I’m assuming we’re talking about new product positioning vs re-positioning an existing product. If you’re working on a mature product, it will be very difficult to change the position of that product in the market. For a new product, I would research and consider the foll...Read More
1003 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 2
PMMs should be responsible for KPIs that bring users and customers to the product and through onboarding and activation. Are the materials provided to educate a user leading to activation? Is the onboarding experience good? Are experiments leading to intended results? Once the user has activated,...Read More
965 Views
Kevin Wu
Kevin Wu
Airtable Former Sr Director Product MarketingMarch 3
This depends on the industry, segment, and target buyer. When I was at AppDynamics marketing application performance monitoring to IT Ops teams, the land could take up to 3-6 months and the expand could take 6-12 months depending on the size of deal. At Airtable, there’s a lot more variability b...Read More
948 Views
Credentials & Highlights
Former Sr Director Product Marketing at Airtable
Formerly Salesforce, AppDynamics, WeWork, Airtable
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Studied at UC Berkeley
Lives In San Francisco, CA
Hobbies include Cycling
Knows About B2B Product Marketing KPI's, Product Marketing 30/60/90 Day Plan, Self-Serve Product ...more
Speaks Mandarin