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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@AmandaMGoetz
Amanda Goetz
Head of Consumer & Product Marketing
Driving Agile Mobile
Innovations Across
Departments
The Role of Product Marketing
at The Knot

2. DRIVING AGILE MOBILE INNOVATIONS
ACROSS DEPARTMENTS
THE ROLE OF PRODUCT MARKETING AT THE KNOT
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3. © 2017 XO Group Inc. All Rights Reserved.

4. SALES MARKETING
PRODUCT
PRODUCT
MARKETING
© 2017 XO Group Inc. All Rights Reserved.

5. © 2017 XO Group Inc. All Rights Reserved.
TL;DR
PRODUCT MARKETING
LOVES USERS

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. PRODUCT
MARKETING
MANAGER
PRODUCT
MANAGER
ENG
SQUAD
HEAD OF
MARKETING
DESIGNER
OWNED
EARNED
PAID
HEAD OF
PRODUCT
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8. A SUCCESS STORY...

9. BEFORE
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10. AFTER

11. DETERMINING YOUR STYLE THEN

12. DETERMINING YOUR STYLE NOW

13. GETTING YOU TO A STRESS-FREE “I DO” THEN

14. GETTING YOU TO A STRESS-FREE “I DO” NOW

15. WORKING ACROSS
DEPARTMENTS
5 Strategies you learned in Preschool
© 2017 XO Group Inc. All Rights Reserved.

16. © 2017 XO Group Inc. All Rights Reserved.
SHARE

17. © 2017 XO Group Inc. All Rights Reserved.
Share KPIs

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Share KPIs
Share Research

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Share KPIs
Share Research
Share Prioritization

20. LISTEN
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21. DON’T PUSH
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22. USE YOUR
WORDS
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23. © 2017 XO Group Inc. All Rights Reserved.
Use Your Words:
Agree and commit
Disagree and commit
Disagree and escalate

24. PLAY
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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. @AmandaMGoetz
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