Profile
Loren Elia

Loren Elia

Senior Director of Marketing, Shippo

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Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
I like to use a 5 question messaging framework: Who am I? What am? Who am I for? Why am I good for you? Why should you buy me here and now? I start by answering these questions. I do user research to really get the insights to answer to "who am I for" and "why am I good for you", and I do...Read More
2034 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
PMM ultimately shares adoption goals with Product. There's two sides to adoption though: awareness and usage. PMMs focus is primarily in driving awareness and education (how and why you should use the feature), and Product's focus is usabilty (building a feature that solves a real problem). Becau...Read More
1860 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think th...Read More
1462 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
1. User research. Know what questions need to be answered and either work with a research partner or do the research yourself. 2. Leadership. PMM is the glue that brings multiple functions together and you need to be able to motivate and inspire everyone. You also need to be able to keep people ...Read More
1399 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
Product Marketing should be hub and glue that brings all teams together. I usually create a brief for each product launch (see messaging framework question below to see what goes into the brief) and I think through what channels should push the feature. I use another framework for this, which cla...Read More
1316 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
This is challenging indeed and something I've had to deal with at every company I've worked for. What I've fund helps keep me and the business teams sain is to plan to launch features 14 days after the official planned released date. This makes product nervous most of the time, but most of the ti...Read More
997 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
Ah, that's the million dollar question. At the beginning of each half we align with the leadership team which features and projects we're going to work on. This helps set expectations. Then I socialize with PMs what PMM is working on, which usually includes other projects besides feature launches...Read More
939 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
I have found that what works really well is looping in both product and sales throughout the whole go-to-market planning process. I keep both teams (and customer success) updated with what we're learning from users and what we're thinking in terms of channel execution and get their input often. T...Read More
903 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
At HoneyBook we have established a product feedback process between Sales/CS/Product. We meet every 6 weeks and share customer feedback. We prioritize feedback based on number of requests, which we track in Salesforce and with an internal system. But what has really made a difference is that inst...Read More
878 Views
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
You need to truly understand your partner's motivations and processes. I don't think you need to have been an AE or a PM to be able to do great PMM work but you do need to have very open and very frequent communication with your cross-functional partners. Don't be affraid to ask detailed question...Read More
712 Views
Credentials & Highlights
Senior Director of Marketing at Shippo
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Product Marketing Soft and Hard Skills, Influencing without Authority, Messaging, Pro...more