Profile
Lauren Craigie

Lauren Craigie

Head of Product Marketing, Cortex

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Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 1
We have a strong community in the dbt Slack channel, but it's not inclusive of all dbt practioners. So we use four main channels to get in front of our target audience: 1. The dbt Slack community, when announcements are highly relevant to their work 2. Quarterly product launch events targeting ...Read More
1825 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 1
I wish it wasn't different, to be honest. If I say what people normally say here, like, "it's more honest, it's straight-forward, it gets right to the meat of it," I'm left thinking... Why don't we market that way to everyone? Why don't we create tiered experiences that let you get right to the d...Read More
1179 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 1
I think everything new in the product is launched to some degree, but we do use a launch tiering system— Tier 1 to Tier 3. I've seen this model at other organizations and it works well to align on a standard set of actions for each launch depending on the goal. Major product initaitives that will...Read More
1143 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 14
Great question. We actually have a third unit – Developer Experience. I'm sure it differs at other organizations, but at dbt Labs... Developer Relations is focused on growing the community (measured by Slack members and weekly active projects in the open source product), building lasting relati...Read More
1099 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingAugust 31
Curiosity and a desire to be understood. These two qualities over nearly everything else. You can easily learn the frameworks--steps for a successful launch, format for a battle card, considerations for pricing... you can also improve your writing to align with brand and write high impact choppy ...Read More
1084 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 14
I'm sure it's different for everyone but here's roughly what it might look like if you have a paid product you want developers to convert to: Classic funnel: Website, search, or paid ad > Content/event/sales engagement that shows intent > purchase > expansion/upsell Developer journey: Free tria...Read More
1041 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingDecember 13
My first advice here is to not accept an interview if you’re being asked to create a full GTM plan for a product they actually plan to ship :) But aside from that, I think the best way to start is by asking a few key questions you should already be asking in the normal interview process. In my o...Read More
1039 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingAugust 31
 Detailed use case stories.  Not just case studies--not "customer in healthcare vertical uses us to ensure data is correct" but the nitty gritty details--"Customer in healthcare with a distributed data team uses our product to keep payroll shipping on time every week." The more detailed, inclu...Read More
1017 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingSeptember 1
Normal caveat of "it depends."  But generally, if you're hiring your first PMM, focus them on becoming your audience expert. I think a lot of folks tend to focus too severely on ensuring PMMs are product experts in the first 90. "HOW CAN THEY TALK COMPETENTLY ABOUT THE PRODUCT IF THEY DON'T KN...Read More
990 Views
Lauren Craigie
Lauren Craigie
Cortex Head of Product MarketingApril 27
I've heard before that product marketing KPIs can be squishy—that it's hard to quantify the value of what we do. I don't agree! I have a few KPIs that are unique to PMM, and a few that are tackled with PM, just from a different angle. I'll focus mostly on the shared KPIs: Shared: Feature adop...Read More
922 Views
Credentials & Highlights
Head of Product Marketing at Cortex
Top Product Marketing Mentor List
Lives In Bozeman, MT
Knows About Developer Product Marketing, Product Launches, Product Marketing vs Product Managemen...more