Product Marketing into your company
goals
Belen Caeiro, Babbel
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Product Marketing in your
company goals
Belen Caeiro, Director Product Marketing
@belsCT
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What's
Babbel?
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No content
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We get you
conversational
Made by linguist
experts
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We all want to be understood
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Product Marketing
evolution
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Babbel features not
being leveraged to
convince the user
A language learning
market with
undifferentiated
product benefits
Product and Marketing
KPIs and effects
disconnected
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A new PMM team
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Connecting Product
teams to their
business impact.
Make Product DREAM,
and show the path
Key ingredients for setup:
Being a team player,
adding value
CONNECT DREAM
PLAY
TEAM
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Be a team player,
add value.
1. Identify the unsexy, difficult but
needed tasks that will strengthen
our product development lifecycle,
2. Apply a systematic approach to
executing them
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Connect Product teams
to their marketing impact:
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Connect Product teams to their
marketing impact:
Current
New
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Make Product DREAM, and show the
path
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Make Product DREAM, and show the
path
Apple Homepod
Spotify Playlists
Grammarly
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Criteria for Marketable Feature & Product Story
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Where did it take us?
Company OKR 3 : deliver 2 high-impact product campaigns
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Social Media
Magazine Article
CRM- Email
Where did it take us?
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What was hard about it?
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What was hard about it?
We traded SPEED for PARTNERSHIP
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What was hard about it?
We traded SPEED for PARTNERSHIP
Reliability by adding value takes more WORK