![]() ![]() Jenna: There are three individual contributors on the team, so four of us total, and we structure it mostly according to stages of the funnel. Being able to clearly and concisely communicate your ideas, and what you’re trying to get across, is a huge asset.Īdam: As the product marketing lead for Paper, how many people are on your team? How is it structured? One thing that really did help with the transition is having that content background because a lot of product marketing is messaging and positioning. It’s one thing to be part of that in a very defined way, and another to run the whole thing, understand how to work with cross-functional partners, and coordinate it all as a quarterback. There were definitely things that I needed to learn about the different channels and tactics that we use, and the whole launch process. Jenna: It was pretty natural, because I had worked with that team before. That’s what we’re trying to do.Īdam: Was the transition from content marketing to product marketing a natural one? Where’d you find the most difficult learning curve? It’s more difficult than we would like to create and communicate ideas, and we feel like Dropbox Paper could actually solve that really well. There’s a lot about the way that we work today, with each other, that involves unnecessary steps and a lot of frustrating work. The problem that we’re trying to solve is that collaboration can actually be really frustrating. Then I started to lead the Productivity product marketing team, as it was called then, which was a more formal way to talk about all the features and functionality that go out to all of our users, including business end users and basic users, to help them be more productive.Īt the beginning of this year, I got the opportunity to lead the Paper product marketing team. I moved formally into the product marketing team, and in the first year I ran product marketing for our basic audience, which is a couple hundred million users, launching all the functionality that goes out to that user base. It was a really great combination of strategic, creative, and analytical work. As part of that, I worked closely with the product marketing team and realized, the more I worked with them, the more I loved product marketing. When I started at Dropbox, I was running the blogs and doing a lot of the content marketing. I actually came from a content marketing background, and was a writer originally. Jenna: I’ve been at Dropbox for almost four years. Could you give us a brief rundown of your time at Dropbox to date, including the different types of products you’ve worked on over the last couple years, as well as the problem that your team’s trying to solve with Dropbox Paper? ![]() User research supports all three.Īdam: Jenna, welcome to Inside Intercom. Product marketing has three pillars: data and insights, gut feel and empathy.The key to an effective product landing page, particularly for something brand new: show, don’t tell.To help shape a product’s story, the Dropbox team creates mock landing pages and tests them in user research sprints.A tight, closed feedback loop between your product and product marketing teams is essential.For product marketers, shipping is the beginning of a lengthy process, which includes continuing that steady stream of announcements and feature improvements, as well as getting to know your users better.Short on time? Here are five key takeaways: Below is a lightly edited transcript of the chat. You can subscribe on iTunes or grab the RSS feed in your player of choice. If you enjoy the conversation, check out more episodes of our podcast. Jenna joined me on our podcast to share the importance of alignment with the product team from day one, why you simply can’t overestimate the value of user research, how to iterate on messaging post-launch, and more. Prior to Paper, Jenna had stints leading product marketing for Dropbox’s productivity features, as well as for its basic audience. Her team looks after the full marketing funnel for Paper from awareness and consideration, to activation and retention. That not only means telling a compelling story and shipping a product that delivers on it, but also convincing someone they should switch their consumption from an established competitor to whatever it is you’re bringing to market.Īs the Product Marketing Lead for Dropbox Paper, the collaborative document editing product that launched early in 2017, Jenna Crane knows this first-hand. ![]()
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