About
Articles by Laura
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The Secrets of a Highly Successful Remote Team
The Secrets of a Highly Successful Remote Team
By Laura Horton
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Five Things a Brand New Hire Can Teach an Old Pro (+ On-boarding Tips!)
Five Things a Brand New Hire Can Teach an Old Pro (+ On-boarding Tips!)
By Laura Horton
Contributions
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How can you identify the most loyal customers of a product?
Customers are always sharing, if you're willing to listen! Some ways we track feedback include review sites, social listening, win/loss interviews, call trackers, customer councils with smaller groups on in-depth topics, and even 1:1 calls around specific features. PMM and Prod stay particularly close to 1:1 feedback via Beta customers when working on key launches. Your Rev team is also a great source of feedback, and can alert you to both advocates and opportunities to improvement. We have different ways of reviewing, analyzing and sharing the feedback based on source. We look for trends across the various sources. Depending on the use case, this may be shared within our topic-focused teams, or more broadly via a formal presentation.
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How can you showcase your product's agile and iterative development features?
With iterative development and testing that moves quickly, it can sometimes be hard for customers (and even employees!) to keep up. When we share out these developments, we always put it through the context of why we made the change. We use a launch tiering system to determine the level of marketing support a release should get. Often for smaller releases it's a short blurb in our monthly customer newsletter and highlight in a release roundup webinar. When more communication is needed, we may have dedicated customer notifications in-app or via email and a longer blog post to share the story of the feature. This year we're looking to improve our release notes by adding more data and context around the customer benefits of our releases.
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How can you track your product's competitive performance?
In B2B, when creating a competitor shortlist I'd to look to category/industry rankings on review sites, in analyst reports or similar. It's also super important to mine data from sales conversations, win/loss data (I find interviews to be better than self-reported CRM data), search (see what shoppers will find, as most start their search in Google), and customer outreach to understand who is part of the typical consideration set. With a list identified, you can spend time getting to know each vendor through review data and digging into their own materials and positioning to see where they pose the biggest threat. Keeping up with social discussions via LinkedIn or related industry/profession communities can also be super helpful!
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How can you extend the life of a product launch beyond the initial launch date?
Remember, while you've worked hard and been loud with your launch, it's noisy out there! Your target audience needs repetition to internalize the value. If they weren't in need of your product at the time of the launch, you want to be top of mind when they are in market. Once we complete a "launch," products move into evergreen status, but that doesn't mean the excitement shouldn't continue. Consistent promotion of the key value props - through reuse of launch materials or development of new ones - should be part of your drumbeat. Plan for extended promotion & don't be afraid to reuse or remix messaging for different channels and audiences. As the product matures, one of my favorite things to add to the mix is customer stories or quotes!
Activity
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BIG NEWS!!!! I'VE JOINED G2 AS THEIR CMO! I've been a customer and fan of G2 for many years. The impact that G2 has made in the Saas industry -…
BIG NEWS!!!! I'VE JOINED G2 AS THEIR CMO! I've been a customer and fan of G2 for many years. The impact that G2 has made in the Saas industry -…
Liked by Laura Horton
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Exciting day for our G2 Marketing team - Sydney Sloan has joined us as Chief Marketing Officer! 🎉 Can't wait to see what this team will do together…
Exciting day for our G2 Marketing team - Sydney Sloan has joined us as Chief Marketing Officer! 🎉 Can't wait to see what this team will do together…
Shared by Laura Horton
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⛰ Today marks 3 years for me at G2! If you haven't noticed (see below), we like mountain metaphors around here. My first few weeks, I couldn't quite…
⛰ Today marks 3 years for me at G2! If you haven't noticed (see below), we like mountain metaphors around here. My first few weeks, I couldn't quite…
Liked by Laura Horton
Experience & Education
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G2
View Laura’s full experience
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Licenses & Certifications
Volunteer Experience
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Volunteer
Families First
Children
I worked to organize multiple volunteer opportunities for my colleagues with Families First, including a supply drive and hand-on volunteering events.
Publications
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How to Gauge Marketing Success
VentureBeat
See publicationGuest post for VentureBeat on today's trends in marketing measurement.
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Dodging Common Lead Generation Mistakes
CMS Wire
See publicationContributed piece for CMS Wire outlining practical tips for digital lead generation.
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Don't be Creepy with Social Media
VentureBeat
See publicationAnother piece for VentureBeat, this time featuring tips on how to leverage social media data for marketing and sales success - without going overboard!
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Don't Be That Guy: Five Social Media Personalities to Avoid
Forbes
See publicationContributed article for Forbes mixing business and humor to give sensible social media advice for professionals.
Projects
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Pardot.com Redesign
See projectLed content strategy and developed the majority of the copy for for the 2015 redesign of Pardot.com, working with our interactive lead and an agency team.
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Pardot Guided Tour
See projectPardot launched a new interactive guided tour experience to provide a way for potential customers to try key functionality of our tool. This offer was designed as a middle-of-the-funnel asset to engage prospects.
Role: Lead content strategy, providing guidance to our design and development agency on product narrative and key interactions.
Recommendations received
3 people have recommended Laura
Join now to viewMore activity by Laura
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This week, our Employee Success Leadership team gathered in Chicago for our bi-annual planning session. Here's what made it extra special: 1- 🎉…
This week, our Employee Success Leadership team gathered in Chicago for our bi-annual planning session. Here's what made it extra special: 1- 🎉…
Liked by Laura Horton
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In the blink of an eye our daughter turned 1, which feels just as surreal as the day she was born. 🤗 I'm so grateful for the support we've received…
In the blink of an eye our daughter turned 1, which feels just as surreal as the day she was born. 🤗 I'm so grateful for the support we've received…
Liked by Laura Horton
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Excited to be part of Clozd Win-Loss Week this year! Both G2 and Clozd believe authentic customer feedback is a key input to success.
Excited to be part of Clozd Win-Loss Week this year! Both G2 and Clozd believe authentic customer feedback is a key input to success.
Shared by Laura Horton
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We have an awesome lineup of keynote speakers for our upcoming Win-Loss Week! 💬 Real stories 🗣 Expert voices 💪 Powerful insights You'll hear…
We have an awesome lineup of keynote speakers for our upcoming Win-Loss Week! 💬 Real stories 🗣 Expert voices 💪 Powerful insights You'll hear…
Liked by Laura Horton
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