Sharebird
Sign Up / Sign In
Lauren Culbertson

Lauren Culbertson

Co-founder & CEO at LoopVOC

Johns Island, South Carolina

Content

What do you think the ideal role of a product marketing manager should be in roadmap planning?

Lauren Culbertson
Lauren Culbertson

LoopVOC Co-founder & CEO • 6y

No matter how market-focused your Product Managers are, they still have to balance market needs with technical requirements. Product marketers can help by providing quantitative data around what customers and prospects are asking for across the product lifecycle, analyze the product gaps coming out of that feedback, and measure the impact to sales and retention. Here's a good resource for how product marketers can use voice of customer trends to guide and influence roadmap.

1,110 Views

What are some effective strategies to inevitably influence the product roadmap rather than simply bringing that roadmap to market?

Lauren Culbertson
Lauren Culbertson

LoopVOC Co-founder & CEO • 6y

As product marketers, we can move from "tactical roadmap executers" to "strategic roadmap influencers" by leveraging the most important role we have: acting as the voice of the customer. It is our job to stay deeply in tune with what customers and prospects need, how our existing solutions meet those needs, and where we have gaps that can be filled by changes in product, pricing, positioning, or customer experience.  I've found it easiest to partner with Product Management and influence real roa ...Read More

861 Views

How can I start making a change in my organization to influence the roadmap based on consumer insights?

Lauren Culbertson
Lauren Culbertson

LoopVOC Co-founder & CEO • 6y

Data is power! Feedback is everywhere, and as product marketers we can harness that voice of the customer data to influence product roadmap. Product Managers have to balance market needs with technical requirements, and you can help them immensely by providing quantitative data around what customers and prospects are asking for. Start with the places customers are giving feedback already: online reviews, sales opportunities, support tickets, NPS surveys. Analyze the product gaps coming out of th ...Read More

701 Views

Posted podcast

Product Marketing Insider | Lauren Culbertson, LoopVOC

Product Marketing Insider | Lauren Culbertson, LoopVOC

We got some one-on-one time with Lauren Culbertson, the Co-founder and CEO of LoopVOC, to chat about all things product marketing. From how she first got into the industry to how much it forms part of her day-to-day now, we asked it all. --- "Honestly, I think that product marketers are the best-suited people to start their own companies because the role is naturally a catch-all in the middle of the strategy of how a product is going to market and making sure that it is growing and making sure that it is functional and that it's sold and that's really what the role of the founder is."