Lisa Dziuba

Lisa DziubaShare

Head of Product Marketing, LottieFiles
Product Marketing Leader with 10 years of experience: PMM strategy + execution + team leadership. Engineer by education. Love working with high-growth startups and Developer Marketing. ✍ Made $3.6M...more
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Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)July 31

Interviews are always a nervous process for candidates, so I always try to be more empathetic and put myself in the candidate's shoes. I try to be more tolerant of the fact that candidates are under the stress. However, some mistakes can be avoided:

1. Not having your story tailored to the job requirements: no need to tell about all your job achievements from every company. Focus on what's needed for this role.

2. Not having your homework done: the less you know about the company, the less you are motivated to be part of our team.

3. Not having practical use-cases prepared: "give me an example of how you did [xyz]" is such a typical question to showcase how candidates do the actual job. Very often these questions make candidates think and come up with answers on the fly, while it could be really prepared.

4. Being too fuzzy: smart terms, not clear answers, repeating the same story over and over. Those things are better to avoid.

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 13

We have a defined set of documents that we create based on the launch tier:

PMM <> PM together prepare

  • Product overview (how it works)
  • Key features & benefits
  • Personas & use cases

PMM on their side

  • Product value prop
  • Positioning and messaging doc
  • GTM channels plan
  • GTM brief with all info above + objectives + measurements plan
  • Post-GTM retro with reports 

In smaller startups, I also was doing much more documents but that's a life of solo PMM 😃

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)August 17

The great candidate stands out at every stage of the interview process, highlighting her & his value prop 😊 PMM portfolio is one more channel to show how you can help the company.

Some practical things you can add to your PMM portfolio (copied from my other answer):

  • Messaging: key messaging on the products you worked on
  • GTM: links to your past launches (landing pages)
  • GTM: launch brief which you can share
  • Content: links to case studies you have prepared
  • Sales enablement: sales presentations, personas, sales emails
  • Your content (articles)

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)July 22

User empathy helps put the customer at the very center of everything product marketing does. It's about living through the customer's experience during all the marketing touches, website experience, onboarding, and day-to-day usage of the product.

For product marketing teams having user empathy is an essential soft skill to succeed. Embracing empathy comes to motivating all teams to listen to users and learn how they feel while interacting with your product. User empathy comes as a by-product of almost every PMM program and deliverable:

1) User research

The research will result in a better understanding of users' needs and pain points. It will provide the team with customer insights and a sense of purpose when it comes to building the product and improving the lives of users.

2) User personas

Visible personas ensure that all the stakeholders — researchers, designers, product managers, engineers, marketing, and sales teams — are on the same page and know the customer and their expectations from the product.

3) Building empathy maps

Empathy maps are a visual tool used by design teams that put users first (human-centered design approach). After filling in the empathy map, the team experiences customers' struggles firsthand, causing them to form a stronger connection with users.

4) Customer journey mapping

Customer journey mapping is another design tool that allows teams to gain empathy by understanding a user's behavior during all stages of their journey. 

5) User stories

User stories put focus on the user's needs. It's a feature used mostly by product managers or engineers to describe how a product feature brings value to the customer.

5) A day in customer support

Having a practice of working in support at least one day a quarter can give any team member a huge boost of user empathy. 

6) Using your own product

Not all products are possible to use internally. But if your company is a user of your own solution, then this option is essential for you, as it will allow all the team to see how it feels to use your product firsthand.

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 23

"Good OKRs" answer on the question of where Product Marketing can bring the most significant positive impact on the company's growth. 

It really depends on the stage of your product’s life cycle. Is your product in the introduction (development, pre-MVP, validation), growth, or maturity stage?

If the startup is working on delivering the first Minimum Viable Product (MVP), then the main focus should be on defining Product-Market fit, value for target users, and launching the product itself. In this case, the company Objective could be “Launch MVP and receive meaningful learnings in quarter 1” with 3-4 Key Results for the PMM team. The good practice is to make Key Results measurable, for example:

  •  MVP launch with 5000+ signups at the end of the first quarter. Note: on-schedule MVP release will be owned by the Product Team, while MVP Go-to-Market launch by PMMs.
  •  40% MVP adoption rate (new engaged users /all signups) via smooth onboarding and UX. Note: this can be shared KR between PM < > PMM teams.
  •  Validate 10 Product-Market fit hypotheses to learn if the MVP solves users’ needs. Note: PMM team can own hypotheses about user segments, problem domains, and value propositions. While the PM team can focus more on how current features solve needs or how usable they are (discoverability and usability hypothesis).

If the startup has passed the Product-Market fit stage, Product Marketing OKRs can be centered around building Competitive Intelligence programs to constantly stay ahead of the competition, both from positioning and product features perspectives. The positioning aspect can be owned by marketing leaders and features differentiation by Product Leads.

Another example of post-PMF Product Marketing OKRs could be bridging the gap between Product and sales which comes to various sales enablement projects. Let me give you a practical example here.

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)July 29

The product marketing portfolio could be:

  • Messaging: key messaging on the products you worked on
  • GTM: links to your part launches (landing pages)
  • GTM: launch brief which you can share
  • Content: links to case studies you have prepared
  • Sales enablement: sales presentations, personas, sales emails

You can also share articles explaining your work approach. For example, I talked about incorporating user empathy and it explained how I actually did it. You can see it [here](https://www.entrepreneur.com/article/398284).

 

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)July 25

For everyone looking to learn more about Product Marketing, these are awesome free resources:

1️⃣ Advanced Product Marketing by Jon Chang (Linkedin course, short, easy to digest, free, and with certificate): https://lnkd.in/dVQWj69h

2️⃣ What is product marketing: https://www.productmarketingalliance.com/what-is-product-marketing/ A great guide by Product Marketing Alliance that covers:
- The Product Marketing Framework
- What does product marketing do?
- What is the role of product marketing?
- Does the perfect product marketer exist?
- Why is product marketing so important?
- How do you get into product marketing?

3️⃣ Product Marketing Getting Started Guide by RocketBlocks: https://www.rocketblocks.me/guide/product-marketing/overview.php covering:
- What are the key aspects of the PMM job?
- What does the career path of a PMM look like?
- What's the difference between B2B and B2C PMM'ing?
- What's the day-to-day of a PMM like?
- What type of skills are tested in PMM interviews?
- Will PMM interviews have case interview questions (hint: yes!)?
- How should I prepare for PMM interviews?

4️⃣ Product Marketing Metrics and How to Measure Your Business Impact by Diana, from Segment: https://www.youtube.com/watch?v=TvO3-KFVa9M&feature=youtu.be

5️⃣ Ideal Customer Profile (ICP): How To Create A Comprehensive Customer Profile: https://www.mykpono.com/ideal-customer-profile-icp-how-to-create-a-comprehensive-customer-profile/

Enjoy learning!

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 19

Great question! So the Growth loop is a self-reinforcing system, where "the inputs through some process generates more of an output that can be reinvested in the input" (Andrew Chen). In a super simplified version, the new users create a sequence of actions (steps) which leads to acquiring more users and repeating the loop.

The Growth loops can be compared and projected based on:

  • Growth Multiplier that shows how many new users can be brought from one user who entered the loop during all numbers of the loop’s cycle. It’s calculated as 1/(1-V), where V is the signups ratio between cycles. It basically shows if our loop is meaningful, compared to other loops.
  • Conversion rate (%) between the actions in the loop. When designing our loop we outline all steps in the loop with conversion between them. It allows us to calculate the exact loop outcomes.
  • Internal parameters inside the loop (based on its type). For example, the casual contact viral loop is calculated based on Branching, Time, and Ripple Effect.

Loops can be viral, content, paid, or sales.

Slack, Airtable, Figma, and Product Hunt use loops. For example, for Product Hunt: The user creates the product page → % of users launch their product on PH → % user shares Product Hunt page among the community → % people from the community registering on PH to upvote → % new people launch their projects at Product Hunt → the loop repeats. It’s a user-generated content (USC) loop, shared by the user.

I hope my answer will be useful for the community.

Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 5

A launch post-mortem is a safe place for our team to share constructive feedback. Every feedback should lead to some action item. We focus on Reflection on Planning, Reflection on Launch/GTM, and Reflection on communication.

Reflection on Planning:

  • Were the requirements and expectations clear (brief)?
  • Was our timeline reasonable?
  • Were deadlines hit? If not, why?
  • Anything which came out that we didn’t plan? What were the main blockers/bottlenecks that we didn’t predict?

Reflection on Launch/GTM:

  • How did the launch go? What went go? What went wrong?
  • Did we hit our goals? If not, Why?
  • What have we learned? What we will do differently next time?

Reflection on communication

  • Where did we have miscommunications?
  • Where did we communicate better than last time?
Lisa Dziuba
Lisa Dziuba
Head of Product Marketing, LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)September 2

Usually, team members explore empathy maps at the beginning of the design & product dev process, after the research has been conducted. After filling in the empathy map, the team experiences customers’ struggles firsthand, causing them to form a stronger connection with users.

If empathy mapping happening for a released product, the most effective way is to make it after user interviews. An empathy map has four quadrants, which account for what the customer says, thinks, does, and feels. So PMMs fill those quadrants after aggregating all user research learnings.

Credentials & Highlights
Head of Product Marketing at LottieFiles
Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold)
Studied at Kyiv Polytechnic Institute, Master of Computer Science
Lives In London
Knows About Scaling Product Marketing, Product Launches, Pricing and Packaging, Product Marketing...more