Leah Brite
Head of Product Marketing, Core Product, Gusto
Content
Leah Brite
Gusto Head of Product Marketing, Core Product • April 28
We break down product marketing’s work into four buckets and work with product as follows during each of the phases: 1. Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market......Read More
1428 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
I’d start by doing a listening tour. Understand where they are in their PMM learning journey (have they worked with PMM before? How much do they know about the role?), needs or pain points they have, and their expectations of you in the role (not all of which will be correct nor need to be fulfil......Read More
1002 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. Strategic, foundational work is hard to measure. And being so interconnected means that there are heaps of dependencies and vari......Read More
949 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
Rather than a KPI, the things I see teams miss most often is looking at output rather than impact. Before setting KPIs, it is key to establish what you want to achieve and why at an organizational level. After companies set their north star and goals, that should flow into department priorities, ......Read More
868 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
Three big impacts of having a self-serve product include 1 - there is no sales readiness & enablement that is part of the role. That also means you’ll rely more heavily on other methods to drive conversion and adoption. 2 - you likely have access to more data more quickly (larger lead base and sh......Read More
654 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they like to be messaged to, language they use, etc. Show your work -- don’t just include the suggested messaging in the doc; add an......Read More
644 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • April 28
A few things come to mind to try: 1. Create a brief for the sales enablement assets upfront. Succinctly outline what your objectives are in priority order, who the target audience is, and some brief details on what’s important and likely to appeal to them. 2. This brief is also a great......Read More
593 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • April 28
A variety of tools can be helpful in getting stakeholders aligned on the marketing strategy – the key to them all is that they are based on data and customer insights. When you are articulating your strategy, provide links to supporting research, personas, shopper journey’s, etc. These should art......Read More
579 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • April 28
My advice is to separate the ship and launch functions. In my experience when they are paired together, there is so much unproductive internal thrash when eng encounters delays and all the downstream teams have to re-adjust their plans. Instead, group new products and features into larger campaig......Read More
507 Views
Leah Brite
Gusto Head of Product Marketing, Core Product • September 30
I’d clarify upfront what they are hoping to achieve with the exercise. Is it for internal knowledge? To publish competitive checklists on your website? What will it mean for them to know how your tech stacks up in the market? Clarifying and getting alignment on how the information will be used an......Read More
456 Views
Credentials & Highlights
Head of Product Marketing, Core Product at Gusto
Lives In Denver, Colorado
Hobbies include Traveling, cooking, gardening, craft and creative projects, and playgrounds.
Knows About B2B Product Marketing KPI's, Building a Product Marketing Team, Competitive Positioni......more
Speaks English, Spanish