May 2, 2019

DevGuild

Product Marketing

Product Marketing

Whether you’re launching a new product, feature, or enterprise suite— there’s an art and science to the way you reach, engage, and delight your users. On May 2nd, 200 founders and product leaders met to discuss how they bring winning products to market again and again.

Agenda

  • Session One

    Thu. May. 2nd

    12:00-12:15 PM PT

    Watch The Talk

    Session One

    Thu. May. 2nd

    12:00-12:15 PM PT

    Watch The Talk

    Defining Product Marketing & Metrics

    While product marketing is so often sought after by founders, the definition of the role’s responsibilities, goals and resource investments are often blurry. Indy Sen defines product marketing, some of the common responsibilities and misconceptions of the role, and the metrics that matter from an org-wide perspective, during launches, and beyond.

    Indy Sen

    Indy Sen

    VP Marketing, PopSQL

  • Session Two

    Thu. May. 2nd

    1:45-2:15 PM PT

    Watch The Talk

    Session Two

    Thu. May. 2nd

    1:45-2:15 PM PT

    Watch The Talk

    Messaging as The One Source of Truth

    Often misunderstood as an exercise you do only for press releases, messaging can be an effective source of truth and a competitive differentiator across your org’s marketing, product, sales and hiring. In this session you’ll learn what it takes to craft strong messaging, the process to getting there, the methods to test it, and the best ways to cascade your messaging to other aspects of your organization. Follow along at home using Betty’s Framework Doc.

    Betty Junod

    Betty Junod

    Vice President Product Marketing , VMware

  • Session Three

    Thu. May. 2nd

    2:30-3:00 PM PT

    Watch The Panel

    Session Three

    Thu. May. 2nd

    2:30-3:00 PM PT

    Watch The Panel

    Building High-Fidelity Personas & Segmenting Users

    There is no universal developer, nor is there just one universal developer segment. Panelists cover high-fidelity personas, research methodologies, and the assets to capture and communicate to various segments.

    Brian Doll

    Brian Doll

    Reify

    Stephanie Zou

    Stephanie Zou

    Figma

    Dave Shanley

    Dave Shanley

    Content Camel

    Tanya Khakbaz

    Tanya Khakbaz

    Stripe

  • Session Four

    Thu. May. 2nd

    3:00-3:15 PM PT

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    Session Four

    Thu. May. 2nd

    3:00-3:15 PM PT

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    Preparing for Lift-Off

    Whether you’re launching a beta product, into GA, or working on your feature releases or enterprise product, there’s a series of steps you should take. Similar to incident response planning, Jen Taylor shows us how launch planning requires criteria scoring, goals, a team, a budget, a series of MVP assets, and next steps with marketing, product, and sales.

    Jen Taylor

    Jen Taylor

    Cloudflare

  • Session Five

    Thu. May. 2nd

    3:30-4:00 PM PT

    Watch The Talk

    Session Five

    Thu. May. 2nd

    3:30-4:00 PM PT

    Watch The Talk

    The Three Steps of Continuous Customer Obsession

    You’ve got to maintain product and platform momentum over time. But how? And what are some realistic expectations? Hiten Shah discusses how product marketers and teams need to empathize with the customer’s needs in order to continually iterate on the user experience, validate inbound channels, fix onboarding, and improve processes and platform engagement strategies over time.

  • Session Six

    Thu. May. 2nd

    4:00-4:30 PM PT

    Watch The Panel

    Session Six

    Thu. May. 2nd

    4:00-4:30 PM PT

    Watch The Panel

    Organic Growth & Platform Adoption

    Just because you’ve built an amazing community, doesn’t mean you’ve built a viable business. How do you balance open source, community projects and self-serve users with the need to drive commercial revenue? This panel of C-level execs discusses the choices they’ve made to support developer community and concurrently scale to the enterprise.

    Erin McKean

    Erin McKean

    Developer Relations Program Manager, Google

    Christina Noren

    Christina Noren

    Independent Consultant

    Isaac Schlueter

    Isaac Schlueter

    Founder and CPO, npm