Madison Leonard 🕶
Product Marketing & Growth Advisor
About
Madison is an advisor and coach that helps build, scale, and grow your career and company. Previously, she led PLG product marketing at Vanta, where she built out a new GTM strategy for transitioning a sales-led company to product-led. Before that......more
Content
Madison Leonard 🕶
Product Marketing & Growth Advisor • December 7
Personally, I hate mini projects for strategic roles and think they should be abolished altogether. The only exception to this rule is internal transferring, esp if you have no prior experience in that type of role. I prefer that prospective candidates put together a presentation on a previous......Read More
711 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • December 7
This is such a hard one! I think it would be getting leadership buy-in. There are so many conflicting priorities in the workday, especially in a startup environment. Each team is contributing to the overall success of the company in major ways. When you have new initiatives you want to impl......Read More
644 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • December 7
TDLR: self-serve product marketing focuses on the individual user persona and their use cases vs traditional product marketing in a sales-led company focuses on the buyer persona and business results. However, the catch is that most PLG organizations have both product-led growth and product-l......Read More
516 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • December 7
Ooof this is a tough one and honestly it depends on how things were structured at your organization from the beginning. IMO, product marketing should influence/contribute to webinars, but not own webinar execution. For thought-leadership webinars, I've seen product marketing, content, and com......Read More
483 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • February 15
Great question - the short answer is that traditionally Product Marketing has been seen as sales-focused rather than product focused. In sales-led organizations, PMM doesn't play a big role (usually) in product experience, road mapping, etc. That's soo far from the case with B2C product m......Read More
480 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • December 7
PLG product marketing is focused on the individual user, whereas sales-led product marketing is focused more on the buyer. However, I will say that most PLG companies mature into utilizing both product led growth and sales led growth together. For PLG, the messaging is more focused on sol......Read More
480 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • February 15
Some B2B companies, such as PLG, put the product at the front of their GTM strategy. The goal is to be very similar to a B2C company in that you target and market directly to end-users. Transitioning from B2C into a product-led B2B organization should be relatively easy. However, the skills g......Read More
476 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • February 14
There is no one-size-fits-all to team building. Everything should focus on business needs and impact. For example, early-stage startups likely don't need an entire role dedicated to competitive intelligence. But a late-stage scaling company would benefit from that role, esp as they move up-ma......Read More
473 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • February 15
B2C PMM is all about the product itself. You're not having to go through buyers like you do with B2B - so you've got to speak to the product success. Don't make the common mistake I see B2C PMMs make today! I see so many people just focus on output (number of blogs, that a launch happened, co......Read More
468 Views
Madison Leonard 🕶
Product Marketing & Growth Advisor • February 14
I look for 3 main skills when bringing someone on the team: 1. Can they position themselves? If they have the skill to uniquely position themselves against other candidates, you've got yourself a master storyteller. 2. Are they able to manage multiple stakeholders? Test it in a panel......Read More
452 Views
Credentials & Highlights
Product Marketing & Growth Advisor
Formerly ClickUp, Vanta, DreamWorks Animation
Product Marketing AMA Contributor
Studied at BA in Communications
Lives In Huntington Beach, CA
Knows About Product Marketing Soft Skills, Product Marketing Hard Skills, Vertical Product Market......more
Speaks Conversational ASL