Alanna Brown

Stop obsessing over launch tiers and focus on launch cadence. I've interviewed a lot of product marketers lately, many of them great. But my eyes always glaze over when I ask about their approach to product launches and they whip out a spreadsheet or walk me through their "framework" for prioritizing launches based on a tiered approach. This isn't necessarily wrong, it's just not going to differentiate you from other PMM candidates. And it's not going to help you wield influence and drive impact within your company if you do get the job. One of the most impactful things you CAN do is put a stake in the ground around launch cadence. At LivePerson, for example, we've committed to doing two major product launches per year, one in the Spring and one in the Fall. We call our launch events Spark – and they're as much about sparking action internally as they are about bringing our new products and capabilities to market. A semi-annual launch cadence acts as a forcing function and rallying point for the entire organization. It drives urgency and accountability around everything from product development and adoption to sales enablement and operations to customer marketing and success. The Spark model also encourages a strategic storytelling approach to GTM. Instead of launching capabilities as one-offs (informed by product availability and those silly "tiers"), a predictable launch cadence allows us to think thematically and focus on outcomes rather than inputs, solutions rather than specs. Our Fall launch, for instance, will hone in on the Assist phase of our Conversational Flywheel which is all about the agent experience and how brands can spark a better CX by empowering their people with AI and other agent-centric technology. We'll be launching some transformative new products and some smaller stuff that will make agents happier and more efficient but that might have gotten lost in a tier-based launch framework. More on that soon. For now, it's time to keep that rhythm going 🥁 #productmarketing #gotomarket

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🌶 SPICY PREDICTION: Signal-based partner engagement will be one of the 🔥 hottest trends in partnerships. Tier-based partner management systems are static and focus on account performance. Don't get me wrong, I’m not saying they're ineffective (I don’t want to open that can of worms right now). BUT partnership management is falling behind other go-to-market functions that prioritize individuals over accounts. Don't we always talk about people & relationships when we talk partnerships? Does it really matter if the person sending you referrals works at a tier 1 or tier 3 partner? That person needs to be actively engaged, appreciated, and supported—and we need to find more like them. In sales, signal-led outbound strategies leverage data such as job changes or activity on the pricing page. So, what about partnerships? You’d be surprised by how much data you have sitting unused in your tools. Here are a few examples that our customers use to build engagement workflows: 🛎 Website visits 🛎 Portal logins 🛎 Tool logins 🛎 Certifications 🛎 Individual lead submissions 🛎 Overlap account ownership (time to use that Crossbeam & Reveal data more effectively!) Now, combine those with company-level data or signals, and empower your partner team to engage people based on these signals—or the lack thereof—and you're off to the races. What do I mean by 'the lack thereof'? Well, for instance, Salesforce tracks things like the last activity date. If someone who was very active hasn't shown any activity for over six months, it’s time to talk. Don't lose them - get back in touch, get them back on track! Here’s how we use signals for Superglue engagement workflows: 1️⃣ We use data to alert partner managers when someone should be engaged. 2️⃣ We propose an engagement workflow that they can easily customize and trigger. Stop relying on your gut feeling or intuition when it comes to prioritizing partners. USE THE DATA. Leverage signals!

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this Parketing Collective knowledge-sharing sesh on product marketing was so practical, granular, and actionable – and a perfect intro for beginners, too! i'm stoked that TPC is off to such a strong start with pro parketers like Hope Burns & Jamison Moore giving their time to share insights if you haven't joined TPC, what are you waiting for?! 2-min form to tell us about yourself and score an invite to the slack & event invite list: https://lnkd.in/eqCW2ePV parketers and the parketing curious all welcome 🗣 we meet monthly with deep dives into marketing functions and surface questions and ideas as a collective so proud of our thriving community and excited to see it grow! #unparalleledparketing #parketing #parking #parkingindustry #marketing #marketingleaders

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I shared my thoughts with Dom Nicastro before #Opticon which were quoted in his coverage of the event for CMSWire. The article itself gives a great overview of the announcements at the event and where Optimizely is going. Having attended the event, I'm even more excited on where they're going. Opti CMS 13 is expected in Q2 2025 and will bring parity between PaaS and SaaS for headless and Visual Builder. Adding #headless SDK's for #NextJS and other frameworks will make it easier and faster to get value from headless architecture. And the previews I saw of actually integrating in Experimentation and Personalization right into Visual Builder will make it a very compelling offering. Given all this, the inflection point where a majority of new Opti builds will be headless instead of .Net based is pretty close if not here already. Besides that, I was really impressed with the rest of their suite. #CMP was a stand out, especially around Opal and it's use of AI. The dashboarding capability of their latest acquisition NetSpring and what they've been able to do to correlate experimentation results with other KPIs is impressive, especially considering they've only been working on it for 4 weeks. Really bullish about Optimizely coming out of Opticon. At Altudo, we'll be sharing our takeaways and thoughts on strategy coming out of the event in a webinar in a couple of weeks. You can sign up here: https://lnkd.in/er6t7CVe

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Tomorrow at 10AM Pacific I'm hosting a live webinar about how to build high-converting lead lists. In my experience, 80% of your success in sales comes down to who you're targeting in the first place, but this topic doesn't get much love in the popular discourse. So, tomorrow we'll dive into how to build highly segmented, targeted lists that will set you up to have meaningful conversations with your prospects. Dropping the registration form as a comment — hope to see you there!

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Katie Viehbeck digs into the metrics that matter from the Drips 2024 AEP Performance Report - Check out her blog https://ow.ly/mkiN30sEjC1 Katie's Top Insights from the 2024 AEP Performance Report:​ 1. DQs Down: Disqualification (DQ) rates dropped by a remarkable 14.4% compared to 2023. 2. Opt-Outs Managed Smartly: Outbound dialing often leads to opt-outs. Luckily, Drips can redirect potential global opt-outs into partial opt-outs through our Disqualified by Drips rules. 3. 48-Hour SOA Rule: CMS reinstated the 48-hour Scope of Appointment (SOA) rule. Drips leverages SMS to keep consumers engaged during this crucial window. 4. Engagement Surge: In 2024, engagement rates rose by 22.8%! Consumers are embracing conversational outbound approaches. Get ready to dive deeper. How much can conversational outbound boost conversion rates? #Healthcare #CustomerExperience #MarketingInsights #Medicare #conversationalAI #ItsAllAboutHowYouSayIt

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We've mastered individual app UX, but integrations are the new digital dark ages. As modular tech stacks become the norm, our 'best-of-breed' approach is failing us. Controversial take: The push for specialized tools is creating a fragmented, frustrating user experience. Are we sacrificing holistic solutions for feature-rich point products? Yet some get it right. Zapier's automation prowess, Slack's robust app directory, and Salesforce's expansive ecosystem show what's possible. Even Notion's API opens doors to seamless workflows. But these are exceptions, not the rule. For every integration success, there are dozens of clunky, bolt-on experiences. Tech leaders: Is your integration strategy as robust as your product strategy? If not, you might be building tomorrow's legacy software today. What if the most innovative companies aren't those creating new tools, but those reimagining how existing ones work together?

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Did you know that 53% of gamers play for longer because they get rewards?💡To help you boost retention and revenue, Adjust's guide covers everything you need to know about rewarded video ads. Pause to read!

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We launched a new AI Analyst feature today called Odin. Odin might not be replacing full-time human marketers (yet 😅), but it is helping me explore our data with more clarity and depth at HockeyStack. Here’s how: 1. Combatting Analysis Blindness Looking at the same reports daily (or if you’re like me, 20x a day) can lead to the "yeah, looks normal" response where subtle trends get overlooked. Odin acts like a fresh set of eyes, helping me spot those details I might miss from repeated exposure. When I find myself saying, "looks normal," I hit "Analyze with Odin" and see what comes back. I usually find myself digging into at least one point in the analysis. 2. Challenging My Confirmation Bias We all fall into the trap of seeing what we expect to see. Sometimes, a decline in metrics might be easy to brush off as "seasonal" or as "anticipated shifts." But Odin’s ability to zero in on outliers has flagged downturns that deserved a closer look, which gives me a nudge to drill down when I have those “yeah, that’s what I expected” moments. 3. Lifting the Anchor Sometimes I find it really hard to look past my initial interpretation of data. While Odin doesn’t always have a wildly different version of analysis, it has caused me to ask, “do I really understand why we’re seeing this?” This has led me to re-visualize reports or create a new type of report that shines the data in a different light, sometimes digging 3 or 4 layers down (Monday was that kind of day). I love that I've been able to incorporate Odin into my daily workflow. Even if AI isn't yet running the marketing department, hitting a button and feeling an instant shift in perspective or the spark of a new idea has been super helpful and invigorating.

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As a technical consultant working with nonprofits, I see this all the time: organizations relying on RFPs to find their “ideal” partner. At first glance, RFPs seem like a safe, fair way to compare options, but the reality is far different. This article by Sruthi Sadhujan nails exactly why the RFP process fails both sides of the table. Nonprofits often unintentionally reduce potential partners to box-ticking exercises, treating proposals as if they’re just props for some kind of nonprofit project cosplay. But agencies are not interchangeable commodities! Great work stems from meaningful collaboration, built on trust and chemistry, not a rigid formula. An RFP often misses the mark by trying to define the problem too narrowly, without the valuable insight a strategic partner brings to the table. It’s not just inefficient—it’s disrespectful to the time and expertise of agencies asked to pour hours into purely speculative proposals. 🤔 Instead of coldly comparing documents, why not start with a conversation? Talk to agencies, discuss your challenges, see if there’s a real connection. If you’re serious about transforming your organization’s digital presence, it starts by treating your partner like a partner, not a bidder. 🌱 I encourage nonprofits to rethink the RFP approach and opt for exploratory conversations and smaller discovery projects that can lay the foundation for something much greater. #nonprofits #webdesign #partnership #collaboration #marketingstrategy #RFPs https://lnkd.in/eMgEy8Pj

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💡Did You Know? 💡 -> Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Insivia)  -> 94% of marketers agree that video has helped increase user understanding of their product or service. (Wyzowl) -> 87% of marketers say video has directly helped increase sales. (Wyzowl)  -> Landing pages with videos can increase conversions by up to 80%. (Unbounce) So, how are YOU incorporating video into your marketing strategy? Whether you're in marketing, communications, or L&D, a strong video strategy is essential in today's landscape. Vimeo REFRAME ‘24, our first-ever executive conference, is dedicated to shaping the future of video. It’s a full-day event, hosted LIVE in New York, October 23. Vimeo REFRAME is your chance to: -> Network with and learn from other marketing leaders, video professionals, and executives about the impact of video on effective storytelling -> Collaborate, share best practices and connect with other Enterprise and SaaS leaders -> Get a first look at Vimeo's latest products -> Explore the intersection of video and AI and what it means for the future of business Don't miss out on this exclusive opportunity! Join us before tickets sell out, or go to https://reframe.vimeo.com/ to get your ticket now. ⚡ ⚡ ⚡ Marketing, Comms, L&D and Enterprise leaders in the NYC area, want to attend as my guest? Comment below to request a VIP Code! #vimeo #vimeoreframe #video #AI #marketingstrategy #NYC

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Y'all, you gotta meet Justin Dorfman. Justin and I got connected when I signed up to use AssetMule - a tool that I desperately needed to help create enablement assets that were easy to produce (and looked 🔥 ). Justin and Jorge Soto reached out to see how they could help me grow with the tool, and it's been off to the races since. Kate Campbell and I jumped at the chance to bring Justin onto the pod - here's what we talked about 👇 - How product marketing played a pivotal role in creating AssetMule - Justin's approach to B2B PLG GTM plans (just hit my quota for buzzwords for the day) - Why PMMs are the hardest working people on marketing teams (honestly, this one made me blush with happiness) Give the pod a listen on Spotify, and drop by the AssetMule site to get started making beautiful enablement assets in minutes - no design skills needed.

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Understand the role of DAM in your Tech stack, so you can amplify the role of DAM in your Tech stack and streamline your creative workflows.

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A product marketing team without a competitive intelligence (CI) program is like a racecar with no rearview mirror. You’re moving fast but missing critical context that keeps you ahead on the track. 🏎️ 2025 is just around the corner, and here’s the truth: If CI isn’t part of your PMM strategy, you’re leaving opportunities—and potentially, wins—on the table. 🎯 Why does this matter? Competitive programs aren't just about keeping tabs on competitors. They’re about understanding your unique position in the market and using that insight to outpace the competition in meaningful, measurable ways. Here’s the thing: Most PMMs are great at tactical execution—messaging, enablement, launches. But truly impactful PMMs (the ones who create business-defining impact AND get promoted) are strategic. They tie their work to goals that change the game for their business, and CI is the secret weapon in their arsenal. 3 Reasons Why a CI Program Should Be Your 2025 Superpower: 1️⃣ It Sharpens Your Go-to-Market Edge: CI programs help you identify what truly sets your product apart, so you can position it as the obvious choice. 2️⃣ It Empowers Your Sales Teams: A great CI engine fuels battle cards, objection handling, and real-time competitive insights that help your sellers close deals faster. 3️⃣ It Drives Data-Backed Strategy: CI ensures your strategy is informed, not guessed. It keeps you focused on opportunities that matter, not distractions. So, as we close out 2024, ask yourself: 🔍 Do I really know how we stack up? ⚡ Am I enabling my team to win deals consistently? 🏁 Are we positioned to pull ahead in 2025? If the answer to any of these is “I’m not sure,” it’s time to build—or level up—your CI program. Your future self will thank you. 🚀 . (Oh yeah ask me how we can help 😉 🖍️ )

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Is a B2B purchase more emotional than many of your average consumer purchases? I’d agree, yes! Perhaps that is why buyer indecision is at a rate of 40-60% - The JOLT Effect So two thoughts: 1. Listening intently and at scale, is more critical than ever… but not just competitor mentions and pricing… go deeper… phrases of uncertainty, tone of voice, body language—it all matters. (In your deals, or across your team) 2. Less Noise, More Signal. High EQ selling, focused on helping buyers make their buying decision easier, not harder. Share your recommendation based on your POV and experience. What can you do: Get a read on your buyers. (Listen, ask) Understand it is an emotional decision. (Be empathetic, identify cues) Reduce the fear, uncertainty and doubt. (Dial back negative emotions)

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It was a dark day. Once upon a time, we realized that we were losing a meaningful number of demo requests into a black hole due to an undiscovered break in our demo request flow. We had many different tools talking to each other, and a leak had sprung at a critical point in the process, delivering a terrible experience for buyers. 💔 One of the first places I dig into when I start a new role is the space between an MQL (for us at Sendoso this is a high intent hand raise; typically a demo request) and a sales qualified opportunity (for us, this means a meeting has taken place and we know the buyer is a good fit for our solution). Go through your own demo request flow regularly. You will almost always discover leaks, unnecessary delays, tools not working properly together, routing issues, and more. It’s a HUGE area of opportunity. Today, Chili Piper is launching their Demand Conversion Platform, which includes everything GTM teams need to convert demand: chat, form routing, lead distribution, and scheduling. This is cool for many reasons, but I love that it simplifies the process and reduces the chance that different tools aren’t playing nicely together. Along with friends like Liam Moroney Jane Serra Sam Levan and many other brilliant minds, I helped define the playbook for Demand Conversion so GTM teams can create, convert, and close more qualified revenue, together. Check out the playbook here: https://lnkd.in/gUD_xgUT

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The most powerful use case for AI today? Making customer-led decisions. The old way ... - Dispersed ownership of voice of the customer across CS, Sales, Marketing, & Product - Manually populating + processing feedback customer facing teams, ultimately leading to overwhelm - Scanning transcripts, docs, and e-mails in hopes to find gold - Sitting with product to try to prioritize feedback across 5 markets - Getting distracted by the loudest {internal} voice in the room The new way ... - Voice of the customer can now be owned, with fewer dependencies - Leveraging AI to aggregate all sources of customer insights / feedback - AI powered searches to identify product champions, develop case studies, and arm marketing with on-demand content - Properly quantifying impact and improving roadmap decisions - Customer voices, louder that those on the inside How are you using AI to put your customers first?

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Unlock #Accessibility and #Inclusion with CurbCutOS, Inc.! Is your website accessible? Shockingly, 97% of websites in the U.S. fail to meet accessibility standards, leaving millions of users behind and an astonishing $12 trillion in abandoned shopping carts annually due to inaccessible online experience. With 1 in 4 Americans living with a visible or invisible disability, the need for inclusive digital spaces has never been greater. CurbCutOS is here to transform this reality. Listen to Jeremy Grandstaff explain how CurbCutOS empowers businesses to create universal, compliant, and user-friendly #digitalexperiences, with its innovative #Accessible #UX Platform™. By prioritizing accessibility, brands can unlock untapped markets, enhance #inclusivity, and build a stronger digital presence. 🎙️ In this must-watch episode, Jeremy Grandstaff shares actionable strategies to make your website accessible and compliant. He also highlights how customized solutions can secure your #brand while meeting your business’s unique needs—all with his signature #positivity and infectious #energy! 💡 Don’t miss this opportunity to learn, grow, and make a difference. Watch now and start transforming your digital space into an inclusive powerhouse! 👉 Is Your Website Accessible? Let me know in the comments below.

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