Lauren Craigie
Head of Product Marketing, Cortex
Content
Lauren Craigie
Cortex Head of Product Marketing • September 2
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
1263 Views
Lauren Craigie
Cortex Head of Product Marketing • September 2
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
777 Views
Lauren Craigie
Cortex Head of Product Marketing • September 2
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
749 Views
Lauren Craigie
Cortex Head of Product Marketing • September 1
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
683 Views
Lauren Craigie
Cortex Head of Product Marketing • September 15
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
672 Views
Lauren Craigie
Cortex Head of Product Marketing • September 1
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
637 Views
Lauren Craigie
Cortex Head of Product Marketing • September 2
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
620 Views
Lauren Craigie
Cortex Head of Product Marketing • April 28
DATA. But I don't think the word "influence" is quite right. I really don't think PMMs should have an agenda when it comes to roadmapping. I think our role is to represent the needs of users, and bring data to PMs to help them navigate that decision making process. We can provide: * NPS score ......Read More
565 Views
Lauren Craigie
Cortex Head of Product Marketing • April 28
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
518 Views
Lauren Craigie
Cortex Head of Product Marketing • September 1
Like what could cause it to fail? 1. You don't have a handle on the target audience, and what they'll find most valuable about the product, or the frame of reference they hold when introduced to it 2. You don't have an accountability partner in product management that is equally on the hook f......Read More
494 Views
Credentials & Highlights
Head of Product Marketing at Cortex
Product Marketing AMA Contributor
Lives In Bozeman, MT
Knows About Developer Product Marketing, Product Launches, Product Marketing vs Product Managemen......more