Nate Franklin

Head of Product Marketing, Hex

Content

How does your company define the difference between product marketing and integrated / brand / customer marketing?

Nate Franklin

Hex Head of Product Marketing • January 26

I see those as different skills sets and usually different teams but I don't think there are strict lines in between them. Product Marketers should own the story, the core positioning and messaging, the surrounding context / thought leadership and GTM strategy. Ideally there are counterparts in i......Read More

3785 Views

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

Nate Franklin

Hex Head of Product Marketing • January 25

I'm glad you asked about KPIs. As Product Marketers, we don't have the luxury of a single metric or even a couple metrics. We own the health of the story & vision our company is selling. I say health intentionally. It's not just that we own the story (we do) but we also need to make sure it's lan......Read More

3463 Views

As a product marketer, how do you build trustworthy relationships with Sales leadership and Sales?

Nate Franklin

Hex Head of Product Marketing • January 26

Love this question. I believe that a major difference between successful PMMs and those who struggle is their relationship with the Sales org. Here are some ideas that can help you build trust with sales: 1. Help win a deal - This might mean some busy work creating slides, joining a call ......Read More

1159 Views

How many price points and packages should I offer customers?

Nate Franklin

Hex Head of Product Marketing • April 25

3 or 1. Please don't do more. Getting customers to spend money on your product is hard, don't make it harder by giving them too many options. Three is easy, standard, and just makes sense -- small, medium, large. One puts a line in the sand and you can capture more price sensitive customers with ......Read More

1149 Views

Do you have any success/failure story to share around how you managed to influence a difficult stakeholder? Lessons learned?

Nate Franklin

Hex Head of Product Marketing • January 26

Friction with stakeholders definitely comes with our jobs. While it can be stressful, frustrating and evening maddening, ultimately I think it also makes us better PMMs. That's my biggest suggestion for how to approach these situations. Ask yourself what can you learn from their pushback? A few ......Read More

1148 Views

How do you approach competitive intel for pricing?

Nate Franklin

Hex Head of Product Marketing • April 25

Competitive Pricing Intelligence is tricky because that information is often confidential so you cannot just go ask a customer or a partner for it. However, it's natural to come across it and there are some ways I've found to go find it. 1. Talk to your sellers. Customers (existing and prospect......Read More

1010 Views

Any advice for creating a pricing strategy for a value-based B2C subscription product for a brand new company?

Nate Franklin

Hex Head of Product Marketing • April 25

Let me preface my response and say that B2C is not the bulk of my experience, but here's how I would approach it. You have to talk to customers. I would start by trying to understand what customers alternatives are to your product and how much time, energy and of course $$ it costs them. That'......Read More

967 Views

What is the best approach for rolling out pricing and packaging changes? Especially increases in pricing or restrictions to features without angering customers?

Nate Franklin

Hex Head of Product Marketing • April 25

Let's just agree that no likes paying more for the same thing and no one likes having things taken from them. So your job is 1) to not let them see it that way, 2) decide a method for grandfathering customers in and/or 3) be willing to take a bit of PR hit. Regardless of what you choose, you need......Read More

953 Views

I'm looking at a potential pricing + packaging re-vamp. I've identified the problems + opportunities and would love insight in thinking about whether to run in-house or hire a consultant. If a consultant, whom else have people worked with aside from ProfitWell and Simon Kucher? Ideally want to learn along with the project

Nate Franklin

Hex Head of Product Marketing • April 25

I've found that running a price / packaging revamp in-house versus with a consultant depends on three factors: 1. Assigning a DRI to lead the project and having a clear decision matrix 2. Ability to run a pricing study & impact analysis 3. Scope of risk of the change / ability to run pricin......Read More

899 Views

I have to do a global roll out of a new first call pitch deck. How do I make it interesting?

Nate Franklin

Hex Head of Product Marketing • January 25

Love this question! Definitely a daunting task for any PMM. Here are my top three suggestions: 1) Incorporate customers 2) Get sellers to present 3) Make it a competition. Incorporate Customers - This can be hard to do but it will go a long way to making it land. In the past, I've done this with......Read More

767 Views

Credentials & Highlights

Head of Product Marketing at Hex