Enterprise Marketing and Product Strategy.

Product Launch Strategy

Salesforce needed to build credibility in the market with its product innovation. But 600+ PMMs across 20+ teams supporting 100+ products and features meant we lacked a cohesive view of product launches across the company, leading to premature launches that failed to garner press attention and didn’t give sales teams enough of the right information to support customers.

The Challenge

I led a team to create a launch strategy that provides visibility into innovation launches, allows teams to ladder launches up to bigger corporate narratives, and creates accountability among PMMs to only launch products when they’re ready, ensuring sales preparedness and customer satisfaction.

We built a standardized Launch Brief and criteria and instituted a cadence for regular product GM and CMO feedback to enhance visibility for upcoming launches across PMM and PM teams. This ensured alignment with corporate strategy across Keynotes, Earnings Calls, and Press & Investor events, and increased media coverage by bundling feature launches for a stronger, more compelling narrative.

The Solution

This scaled, streamlined strategy helped us build bigger, more impactful stories that garnered press attention across Tier 1 publications; allowed sales teams to get the enablement and support they needed to engage with customers; and ensured consistency in messaging and launch readiness across all Marketing and Product teams

The Results

Teams Impacted and Aligned:

  • Product Marketing

  • Product Management

  • Communications/PR

  • Content, Social, Campaigns

  • Corporate Marketing & Events

  • Sales Enablement

Templates and Assets Created:

  • Standardized Launch Brief

  • Launch Bill of Materials

  • PR Intake Brief

  • Naming Approval Process

Product-Led Growth

Enterprise sales cycles take a notoriously long time, and require a huge sales team. For Salesforce’s entry-level SMB product Starter Suite, shifting from a sales-led to a product-led growth motion drives higher ROI and faster sales cycles.

I led the Growth Product Marketing team as we identified how to shift our approach from sales-led growth (SLG) to Product-Led Growth (PLG).

What does this look like?

  • Ensure the right MarTech (Marketing Technology) is in place to connect marketing activations, product data, and sales CRM

  • Increase in top-of-funnel growth through SEO optimization, awareness campaigns, SEM, and increased SEO and video content

  • Improve trial discovery and accessibility by increasing web placements

  • Optimize trial experience and new user onboarding through in-app and email marketing nurture journeys

  • Create regular cadence bringing PMM, product, and campaigns together to monitor user analytics trends and create a culture of experimentation across teams

  • Develop automated notifications and opportunity creation for sales teams based on customer usage patterns

  • Improve trial to paid conversion by simplifying setup, improving access to training and documentation, and connecting usage data to sales CRM to drive sales conversations where appropriate

  • Influence product roadmap and product strategy based on customer needs that drive faster conversion and upsell

  • Shift sales organization behavior and mindset to see product-led sales and self-service as accelerating sales cycles vs competing with sales-led motions

113%

Increase in trial form visits from web updates

39%

Traffic Increase due to SEO content

21%

Paid conversion from email nurture journey

After years of tiptoeing around the Employee Experience and HR Tech market, Salesforce Product leadership decided to enter the market with new products. This crowded yet diverse market had strong incumbents and required a thoughtful market entry strategy

I led a team of Product Marketers to support our Product Management teams through:

  • Competitive intelligence and market research

  • Buyer focus groups to understand product gaps, buyer behavior, and purchase intent

  • Messaging and positioning research and development to identify a differentiating message in the market

  • Awareness campaign development to support product launch with a paid and organic awareness strategy

  • Analyst inquiries enabling deeper understanding of the analyst community’s position on the market

New Market Entry

22.4M

Total commercial impressions

13K

AEs enabled

70+

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Customer Engagement Product Strategy

As a Senior Product Manager Intern at Amazon, I created a customer engagement product strategy for a top-trafficked page on Amazon. By evaluating customer traffic patterns and purchase data, I developed and launched a feature projected to generate an additional $30MM annually. Data from A/B testing on post-purchase browsing behavior was used by teams across Amazon to improve the post-purchase customer experience across mobile, desktop, and tablet platforms.

The Challenge

The Your Orders pages (amazon.com/yourorders) on Amazon are some of the top trafficked pages across the site, yet they also have the highest abandonment rates. How can we re-engage customers here, encouraging them to continue their Amazon experience?

Short-Term Product Strategy

Through detailed data-analysis of customer behavior and traffic patterns across Amazon, I identified the opportunity to place recommendations widgets on the Progress Tracker and Order Details pages. I worked with designers to develop mock-ups, found a developer team to work the project into their code sprint, and launched an experiment to test my hypothesis.

Result: Placing recommendations features on these two pages encourages customers to re-engage with their Amazon shopping journey to the tune of $30MM annually.

Long-Term Product Strategy

To enhance the customer experience, I proposed Your Orders leverage a customer's order history and authentication status to provide highly relevant product discovery opportunities based on past purchases, such as suggesting it's time to purchase a new toothbrush 3 months after the first purchase. Your Orders is also a prime location to surface content relevant to purchases in transit, such as an offer to hire a professional to mount your new TV, or a video on how to do-it-yourself.

Creative Content & Event Experiences

  • Interactive Content

    I managed the creation, development, and promotion of 4 interactive content assets including managing an external creative and development agency, internal creative designers, hands-on copywriting, editing, stakeholder interviews, supervising film shoots, and building a campaign promotion plan.

    Explore

  • New YouTube Series

    To grow Salesforce awareness for IT developers, I helped create two original YouTube series. We saw +1,500% increase in organic viewership, and +40% increase in subscribers, all at $0.02 per view.

    Watch

  • Creative Direct Mailers

    Developed and created multiple engaging direct mail campaigns, including the #1 direct mailer in the company and top requested asset from sales. Owned agency relationship, creative oversight, sales communications, and campaigns alignment to achieve +$9MM ACV

  • Work.com Commercial

    We needed to create brand awareness for Salesforce in the HR/employee experience space. I led the team in developing our first awareness commercial, owning messaging, creative and script approval, agency alignment, and campaign development. We generated 20.4M impressions across online and OOH placements, including piloting in-office elevator placements in 177 locations. We achieved 90% brand awareness (10-16% avg) and 47% ad recall

  • Engaging Events

    To launch Salesforce Web3 Cloud, we created an interactive booth to educate people about NFTs, demo the product, and offer an engaging experience with a 3-D scanned avatar on a digital runway for guests to remember the event.

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…What else?

Additional projects and areas of expertise in enterprise marketing and product strategy

  • Build full-funnel and full-lifecycle marketing plans across channels, from roadmap ideation to post-GA sales support

  • Lead all marketing efforts including messaging and positioning, pricing and packaging, and enablement by working with stakeholders to evaluate competitors in market, conduct extensive buyer and customer research, and generate executive buy-in and feedback, creating a robust, metrics-driven GTM plan from announcement to release to post-GA sales support.

  • Manage content development for multiple cross-channel marketing campaigns alongside demand generation team by developing content, planning campaign strategy, and monitoring performance across channels including direct mail, paid media, paid social, content syndication, and 3rd party events 

  • Define and own overall SMB strategy across events, PR, content, web that aligns with cross-cloud SMB priorities and promotes overall SMB awareness

  • Create, maintain, and enforce naming guidelines for all products and features. Manage large-scale repackaging and pricing initiatives.

  • Scale development and promotion of #1 pipe-generating asset program across PMM teams, aligning research reports to launch strategy and creating a robust, integrated, repeatable campaign framework

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