May 2, 2019


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.


Session #1

12:00 PM - 12:15 PM PT
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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 SenFormer VP Product Marketing, Matterport

Session #2

1:45 PM - 2:15 PM PT
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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 JunodFormer VP Product Marketing

Session #3

2:30 PM - 3:00 PM PT
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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
Stephanie Zou
Stephanie Zou
Dave Shanley
Dave Shanley
Content Camel
Tanya Khakbaz
Tanya Khakbaz

Session #4

3:00 PM - 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

Session #5

3:30 PM - 4:00 PM PT
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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 #6

4:00 PM - 4:30 PM PT
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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 McKeanDeveloper Relations Program Manager
Christina Noren
Christina NorenIndependent Consultant
Isaac Schlueter
Isaac SchlueterFounder and CPO