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Ari Plaut - Scaling Up: Product Marketing Lessons from Ten Years at HubSpot (Turing Fest 2022)

Ari Plaut - Scaling Up: Product Marketing Lessons from Ten Years at HubSpot (Turing Fest 2022)

As it has grown from a startup to a billion-dollar business, HubSpot has consistently found a way to stand out in a complex and competitive space. In this presentation, get the inside scoop from longtime HubSpot PMM leader Ari Plaut on how HubSpot has built a product marketing team for sustained success at scale, and how you can apply their lessons to your business.

Head to www.turingfest.com to learn more about Europe's best cross-functional tech conference.

Turing Fest

August 15, 2022

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  1. Scaling Up: Product Marketing Lessons from 10 Years at HubSpot

  2. Add section title here

  3. Ari Plaut Global PMM Lead 10+ years at HubSpot 5(ish)

    different roles 2 countries 1.5 years on the road 1 visit to Scotland (until now) 0 cups of coffee a day
  4. Add section title here About HubSpot CRM Platform that helps

    companies grow better. Marketing, Sales, Service, CMS, and Operations Software. Founded in 2006 in an MIT dorm room. Went public in 2014. Based in Cambridge, MA.
  5. Add section title here In my time at HubSpot… Unpaid

    Intern ! Global Lead Single college kid ! Married and middle aged No appreciation of beer ! Knows a good Guinness 0 product lines ! 5 product lines 1 office ! 13 offices 200 employees ! 6400 employees Brian Halligan keynote → Barack Obama keynote
  6. None
  7. Product marketing is like crypto. You know it’s valuable, but

    you don’t quite know what it is. And everyone you ask has a different answer.
  8. Things I’ve been asked to do… Messaging Positioning Customer emails

    Manage betas Sales enablement Competitive intelligence Market research Sunset features Name products Price products Package products Laugh at Dharmesh’s jokes Make slides pretty Build community Upsell Cross-sell Manage a marketplace Create a roadmap Present at user groups Put up balloons Staff events Run webinars Train partners Run won/lost analysis
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  10. 1. Make your team a membrane, not a megaphone. 2.

    Bring customer stories to life. 3. Use words your customers actually understand. 4. Tie every product message back to your “why.”
  11. 1.Membrane, not Megaphone

  12. PM PMM

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  14. Product PMM The Market From Megaphone to Membrane

  15. The Dangers of the Megaphone Approach • Rushed Go-to-Market

    “Hit it then quit it” strategy
 • Missing insights. 
 • No investment in unsexy features
 • PMM a bottleneck

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  17. Of PMMs own 5 or more products Of PMMS say

    their stakeholders totally understand what they do 35% 4% From Megaphone to Membrane
  18. Put section title here Lack of understanding about the strategic

    role that PMM plays Our product and engineering teams do not commit to deadlines more than 30 days out. Makes it impossible to plan. I'm overloaded, I don't have time for most of the things I want to do. Getting brought into projects too late and trying to catch up Being recognized more for their strategic capabilities, and not just tactical product launches. I'd like to see us brought into more upstream strategic conversations vs. getting looped in down the line.
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  20. Product Market PMM

  21. Product Market PMM From Megaphone to Membrane

  22. • Rushed Go-to-Market
 • Missing insights
 • “Hit it then

    quit it” strategy
 • No investment in unsexy features
 • PMM a bottleneck • All timing is accounted for
 • Fully insightful
 • Consistent support
 • Purposeful investment
 • PMM a strategic partner
  23. Align goals At HubSpot: I co-own revenue, usage, and upsell

    goals with product. • Align PMM goals with product (or sales) goals. Align priorities At HubSpot: PMM writes memos to align priorities (& omissions) with product. • Align on strategic initiatives and milestones. Align deliverables At HubSpot: We use launch tiers — P1 to P4 — to set clear expectations. • Align PMM deliverables to avoid surprises. From Megaphone to Membrane
  24. From Megaphone to Membrane

  25. 2. Bring customer stories to life

  26. A new insight….. Ops people spend almost half their time

    (45%) on reactive work. Almost half of ops people say that putting out fires is their least favorite thing to do.
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  30. Pull report for VP

  31. …. Pull report for sales VP Figure out lead status

    issue Automate customer renewals Audit sales rep notifications Check on tracking URLs Look into lead discrepancy between CRM and BI Add new option for campaign property Create automation for property setting Update required fields Change page layout for CS ...
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  33. You showed up ready to (finally) break the surface.

  34. Welcome to a day in the life of an operations

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  36. Bring customer stories to life

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  39. Bring customer stories to life Of audiences remember stories Of

    audiences remember statistics 63% 5%
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  41. Be Proactive. Tell Stories. Make impact. • Host “Cocktails and

    Customer Insights.” • Bring the “voice of ___” to monthly QBRs • Host an empathy session with partners • Do a quarterly roundup of customer roadblocks and ideas • Shadow techs support, and share your learnings • Invite product team members to customer calls • Host office hours and show-and-tells in your community
  42. 3. Use Words your Customers Understand

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  47. CMS = $72 billion CMS = Familiar

  48. None
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  50. The “Mom” rule: Can you explain it to your mom?

  51. The “Cocktail Party” rule: Can you explain it in 20

  52. The “Pricing Page” rule: Does a rep need the pricing

  53. The “Head Nod” rule: When you explain it, does anyone

  54. The “Comparison” rule: Can you compare it to something familiar?

  55. Use Words Your Customers Understand • The “Mom” Rule •

    The “Cocktail Party” Rule • The “Pricing Page” Rule • The “Head Nod” Rule • The “Comparison” Rule
  56. 4. Tie every product message back to your “why”

  57. 2005 2012 2019

  58. (and see u at INBOUND)

  59. Help companies grow better (see: INBOUND). All-on-one CRM platform that’s

    powerful and easy, so you can create delightful customer experiences. Ops Hub is data management software that empowers ops teams to move from reactive to proactive. Data sync is an integration engine that makes it easy to connect apps. Brand Positioning Platform Positioning Product Positioning Feature Positioning
  60. The impact Why it’s hard Our solution Brand tie-in Ops

    Hub makes it easy to connect, automate, and analyze your data, so ops teams can focus on growth, not fires. You’ve got to run better to grow better. Complexity turns your ops team from strategic force to reactive firefighter. Your internal teams stall out, your customer experience suffers, and your business stagnates. We live in a world of “more.” Tools, processes, and data are proliferating faster than businesses can keep up. Ops Hub Narrative The shift Internal efficiency is the key to a cohesive customer experience.
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  63. I never know how my story will start. But I

    know how it’ll end.
  64. How does your product story end? Does it end the

    same way every time?
  65. 1. Make your team a membrane, not a megaphone. 2.

    Bring customer stories to life. 3. Use words your customers actually understand. 4. Tie every product message back to your “why.”
  66. None
  67. Thank you