Natalie Louie

I break up my 30-60-90 day plan into 4 phases of success for Product Marketing – it also includes focus for after your first 90 days, all outlined below.   You may not get to everything in each phase, or you may move through things faster – I use this as a guide and checklist to keep myself accountable. Following this has helped me identify what wins I can crush every 30 days. You can tailor it to your needs at your company and the level you are entering at. The key is to actively listen in inte ...Read More

Start with my 30/60/90 day plan. I embark on this process and begin looking for where I can dive in for my quick wins. You never know what scenario you are walking into or which project has suddenly been prioritized when you first start. The key is listening for what people are working on, understanding why it’s important and raising your hand for anything you know you can do with your eyes closed. I have 10% execute in my first 30 days because that is me working on my win. Then each 30 days the ...Read More

Please see my phases of success for a PMM in your first 100 days here . A KEY THING to know at the onset is, does everyone know what a PMM does and what value they bring? Ask all leaders and cross functional partners. Product Marketers are the marketing strategists, the brains of marketing, the connective glue between cross-functional partners, the ones who support a company's internal teams, the market, and target customers to achieve competitive advantage, increase users, adoption, find a path ...Read More

MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen This messaging framework we use has 5 elements:  Name a Big, Relevant Change in the World Show There’ll Be Winners and Losers Tease the Promised Land Introduce Features as “Magic Gifts” for Overcoming Obstacles to the Promised Land Present Evidence that You Can Make the Story Come True Another good messaging framework Andy Raskin breaks down well is a keynote by Elon Musk  E ...Read More

As a PMM I’ve always had a close relationship with demand gen, from startups to public companies.Here’s what we do together and what we each own separately:Together we discuss themes and ideas but demand gen owns the tactics and PMM owns the strategy. We both own the results. Demand Gen: focuses on launching and driving campaigns, optimizing them to drive pipeline, working with SDRs and AE’s, managing large budgets for paid media, seo, organic. They own the tactics.   Product Marketing: we are t ...Read More

Yes, I always do.   Treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how you can help them and work with them. Once you have a clear idea on how to deliver value to them, incorporate that into how you work with them, message them and position your work to them. You already do this as a PMM for c ...Read More

If you want the highest company valuation possible, you need a recurring stream based on a value-based and/or usage-based pricing model. Investors and Wall Street value recurring revenue streams at a much higher multiple than one-time transactional revenue because they are predictable revenue streams with higher profit margins that build longer customer lifetime value. This is why many companies are moving to subscriptions. There are 4 key levers in determining your recurring pricing strategy fo ...Read More

I mentioned this in a prior question - treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how you can help them and work with them. Once you have a clear idea on how to deliver value to them, incorporate that into how you work with them, message them and position your work to them. You already do ...Read More

Here are 4 ways this can be mitigated:  There’s always a reason why you don’t agree -- when you can get to the data and root cause driving the disagreement -- then you start to build bridges to get back on the same page. Instead of disagreeing, a good response is to keep asking “why”?... “Why don’t you agree?”...”Why will that be an issue?”...”Why do you think this won’t work”...”Why, what does that mean?”. Keep asking “why” and digging until you unlock the root cause. People often have access t ...Read More

PMMs can be more proactive to own more of the funnel and customer journey when they expand their expertise to have a say in or own the pricing and packaging strategy. PMMs already connect the dots between customers and products and know how to deliver value across the entire customer journey. We deliver value through our positioning, messaging, story telling, content creation (pitch-decks, case studies, webinars, campaigns, white papers, website, etc..), product launches, competitive intelligenc ...Read More