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Madison Leonard

Marketing & GTM Consultant

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

How do you vet candidates on their abilities to execute a PLG strategy? What do you look for in their past experiences? What are your favorite interview questions? Do you do any assignments?

Madison Leonard

Marketing & GTM Consultant • 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

1032 Views

What’s the most important lesson you’ve learnt from a Product Marketing failure that acts as your guiding principle?

Madison Leonard

Marketing & GTM Consultant • 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

970 Views

For webinar marketing, how are the responsibilities split between product marketing and content?

Madison Leonard

Marketing & GTM Consultant • 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

799 Views

How do you define self-serve product marketing? How is it different from "regular" product marketing?

Madison Leonard

Marketing & GTM Consultant • 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

799 Views

How do you set up a customer advisory board?

Madison Leonard

Marketing & GTM Consultant • January 18

Customer advisory boards are best when you keep the customers under 10 people and ask them to stay on for 1-2 years. Strategically hand-pick your advisors from the markets you want to break into or dominate. For example, if you want to go more into Enterprise, you shouldn't have 9/10 people from ......Read More

752 Views

Do you use different tools or data or research to build position in b2c vs b2b?

Madison Leonard

Marketing & GTM Consultant • February 14

The frameworks are pretty similar. Talk with your customers, develop a narrative based on the pain points they have, and craft positioning based on your findings. There are some cool tools out there to help with website message testing (like Wynter), in-app messaging (like Pendo), and competi......Read More

683 Views

How do you approach building a land and expand strategy?

Madison Leonard

Marketing & GTM Consultant • December 7

Land and expand is music to my ears! Growth for PLG companies focuses on word-of-mouth and peer-to-peer sharing, both organic and strategic. Example of organic word-of-mouth sharing = mentioning slack in a product marketing discord group. Example of strategic peer-to-peer sharing = slac......Read More

609 Views

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

Madison Leonard

Marketing & GTM Consultant • 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

528 Views

What's the best way to prepare for a product marketing interview at a big tech company? What resources would you recommend to a prospective so they can best showcase their experience and aptitude for role. (B2C focused PMM)

Madison Leonard

Marketing & GTM Consultant • 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

493 Views

Why is there so little focus on B2C Product Marketing?

Madison Leonard

Marketing & GTM Consultant • 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

491 Views

Credentials & Highlights

Marketing & GTM Consultant

Formerly ClickUp, Vanta, DreamWorks Animation