Speaker: Emilia Korczynska, Head of Marketing, Userpilot
Beyond new logo acquisition, how do you measure product marketing's contribution to customer renewal and expansion?
Emilia Korczynska: I believe product marketing managers should be responsible not only for what happens pre sign up, but also for marketing the product to the user's post sign up inside the product. That would be even more intuitive because after all, they are called pride marketing managers. so in that case they should be responsible for not only acquisition but also activation of the new users. They should be partly responsible for the trial to paid conversions. And to some extent they should also share the responsibility for retention together with customer success team. And because after all they, for instance, take her of secondary onboarding while helping the users adopt more advanced features. So, I would say if a team is big enough to be able to afford to have a product marketing manager, they should use them for this because product managers usually don't have time to really work on improving product that option and featured option, which then translates into higher retention. So yeah, product adoption and feature adoption come to think about it could also be partly responsibility of the product marketing manager If the product manager is not ultimately working on that actively
What metrics should you use to evaluate and improve product marketing's performance?
Emilia Korczynska: What metrics should use to evaluate improved product marketing performance. So, as I mentioned before, I think user activation is a really good metric to measure product marketing performance against, because if it's not the customer success or the product team that are responsible for onboarding, it will usually be the product marketer. so obviously the outcome of successful user onboarding is user activation on later stages of the user journey. It will be also product adoption, feature engagement. So these are also good metrics if the product manager, product marketing manager is responsible for enough experiences.