Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Product marketing into your company goals

Product marketing into your company goals

More Decks by Product Marketing Alliance

Other Decks in Education

Transcript

  1. Product Marketing into your company
    goals
    Belen Caeiro, Babbel

    View full-size slide

  2. Product Marketing in your
    company goals
    Belen Caeiro, Director Product Marketing
    @belsCT

    View full-size slide

  3. What's
    Babbel?
    3

    View full-size slide

  4. We get you
    conversational
    Made by linguist
    experts

    View full-size slide

  5. 7
    We all want to be understood

    View full-size slide

  6. Product Marketing
    evolution
    8

    View full-size slide

  7. 9
    Babbel features not
    being leveraged to
    convince the user
    A language learning
    market with
    undifferentiated
    product benefits
    Product and Marketing
    KPIs and effects
    disconnected

    View full-size slide

  8. 10
    A new PMM team

    View full-size slide

  9. 11
    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

    View full-size slide

  10. 12
    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

    View full-size slide

  11. 13
    Connect Product teams
    to their marketing impact:

    View full-size slide

  12. 14
    Connect Product teams to their
    marketing impact:
    Current
    New

    View full-size slide

  13. 15
    Make Product DREAM, and show the
    path

    View full-size slide

  14. 16
    Make Product DREAM, and show the
    path
    Apple Homepod
    Spotify Playlists
    Grammarly

    View full-size slide

  15. 17
    Criteria for Marketable Feature & Product Story

    View full-size slide

  16. 18
    Where did it take us?
    Company OKR 3 : deliver 2 high-impact product campaigns

    View full-size slide

  17. 19
    Social Media
    Magazine Article
    CRM- Email
    Where did it take us?

    View full-size slide

  18. 20
    What was hard about it?

    View full-size slide

  19. 21
    What was hard about it?
    We traded SPEED for PARTNERSHIP

    View full-size slide

  20. 22
    What was hard about it?
    We traded SPEED for PARTNERSHIP
    Reliability by adding value takes more WORK

    View full-size slide

  21. Thank you!
    23

    View full-size slide