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Branchout 2017 - Day 1 Session - Amanda Goetz

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Driving Agile Mobile Innovations Across Departments - The Role of Product Marketing
By Amanda Goetz, Head of Consumer & Product Marketing at The Knot

Product Marketing is a critical, strategic role but still wildly misunderstood and underutilized across but everything you need to know about working with Product Marketing you learned in Preschool. Join XO Group's (flagship brand - The Knot) Head of Product Marketing to learn 5 proven strategies to work effectively with your Product Marketer to benefit your mobile-minded organization and increase user acquisition, retention and grow brand equity.

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Branchout 2017 - Day 1 Session - Amanda Goetz

  1. 1. 1 @AmandaMGoetz Amanda Goetz Head of Consumer & Product Marketing Driving Agile Mobile Innovations Across Departments The Role of Product Marketing at The Knot
  2. 2. DRIVING AGILE MOBILE INNOVATIONS ACROSS DEPARTMENTS THE ROLE OF PRODUCT MARKETING AT THE KNOT © 2017 XO Group Inc. All Rights Reserved.
  3. 3. © 2017 XO Group Inc. All Rights Reserved.
  4. 4. SALES MARKETING PRODUCT PRODUCT MARKETING © 2017 XO Group Inc. All Rights Reserved.
  5. 5. © 2017 XO Group Inc. All Rights Reserved. TL;DR PRODUCT MARKETING LOVES USERS
  6. 6. Market research and customer surveys can become proxies for customers – something that’s especially dangerous when you’re inventing and designing products. “Fifty-five percent of beta testers report being satisfied with this feature. That is up from 47% in the first survey.” That’s hard to interpret and could unintentionally mislead. — Jeff Bezos’ Letter to Investors “ “
  7. 7. PRODUCT MARKETING MANAGER PRODUCT MANAGER ENG SQUAD HEAD OF MARKETING DESIGNER OWNED EARNED PAID HEAD OF PRODUCT © 2017 XO Group Inc. All Rights Reserved.
  8. 8. A SUCCESS STORY...
  9. 9. BEFORE © 2017 XO Group Inc. All Rights Reserved.
  10. 10. AFTER
  11. 11. DETERMINING YOUR STYLE THEN
  12. 12. DETERMINING YOUR STYLE NOW
  13. 13. GETTING YOU TO A STRESS-FREE “I DO” THEN
  14. 14. GETTING YOU TO A STRESS-FREE “I DO” NOW
  15. 15. WORKING ACROSS DEPARTMENTS 5 Strategies you learned in Preschool © 2017 XO Group Inc. All Rights Reserved.
  16. 16. © 2017 XO Group Inc. All Rights Reserved. SHARE
  17. 17. © 2017 XO Group Inc. All Rights Reserved. Share KPIs
  18. 18. © 2017 XO Group Inc. All Rights Reserved. Share KPIs Share Research
  19. 19. © 2017 XO Group Inc. All Rights Reserved. Share KPIs Share Research Share Prioritization
  20. 20. LISTEN © 2017 XO Group Inc. All Rights Reserved.
  21. 21. DON’T PUSH © 2017 XO Group Inc. All Rights Reserved.
  22. 22. USE YOUR WORDS © 2017 XO Group Inc. All Rights Reserved.
  23. 23. © 2017 XO Group Inc. All Rights Reserved. Use Your Words: Agree and commit Disagree and commit Disagree and escalate
  24. 24. PLAY © 2017 XO Group Inc. All Rights Reserved.
  25. 25. LEAVE ALL EGOS AT THE DOOR AND EMBRACE CROSS-DEPARTMENTAL PARTNERSHIPS YOUR PRODUCTS WILL BE BETTER FOR IT. © 2017 XO Group Inc. All Rights Reserved. @AmandaMGoetz
  26. 26. @AmandaMGoetz #branchout17 Questions Submit your questions via sli.do Enter code Branchout2017

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