Leah Brite
Head of Product Marketing, Employers, Gusto
About
Self-motivated and data-driven product marketing leader with deep B2B SaaS experience. Articulate communicator with a passion for innovation and telling compelling stories about well-designed products. Critical thinker that excels at building rela......more
Content
Leah Brite
Gusto Head of Product Marketing, Employers
Summary
When I started at Gusto, a leading all-in-one HR platform that serves over 300,000 SMBs, competitive research wasn't given the priority it needed. It was often considered only when launching a new product or repositioning an existing one. But, we knew we were missing out on key insights, and pote......Read More
Gusto Templates Included
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
We break down product marketing’s work into four buckets and work with product as follows during each of the phases: 1. Market Strategy, Customer Insights & Product Roadmap. PMM leads market, competitive, and customer/prospect research to uncover key customer problems. We analyze market......Read More
9173 Views
Leah Brite
Gusto Head of Product Marketing, Employers • September 30
Upfront, I just want to call out something that you all likely already know - PMM’s strategic and interconnected role makes it difficult to pinpoint and measure impact. Strategic, foundational work is hard to measure. And being so interconnected means that there are heaps of dependencies and vari......Read More
2018 Views
Leah Brite
Gusto Head of Product Marketing, Employers • September 30
I’d start by doing a listening tour. Understand where they are in their PMM learning journey (have they worked with PMM before? How much do they know about the role?), needs or pain points they have, and their expectations of you in the role (not all of which will be correct nor need to be fulfil......Read More
1663 Views
Leah Brite
Gusto Head of Product Marketing, Employers • September 30
Start with data. Ground your messaging in first and third party data that illuminates what is important to your target customers, key pain points, aspirations, how they like to be messaged to, language they use, etc. Show your work -- don’t just include the suggested messaging in the doc; add an......Read More
1420 Views
Leah Brite
Gusto Head of Product Marketing, Employers • September 30
Rather than a KPI, the things I see teams miss most often is looking at output rather than impact. Before setting KPIs, it is key to establish what you want to achieve and why at an organizational level. After companies set their north star and goals, that should flow into department priorities, ......Read More
1130 Views
Leah Brite
Gusto Head of Product Marketing, Employers • April 28
A few things come to mind to try: 1. Create a brief for the sales enablement assets upfront. Succinctly outline what your objectives are in priority order, who the target audience is, and some brief details on what’s important and likely to appeal to them. 2. This brief is also a great......Read More
1084 Views
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
The PMM org structure is highly variable based on the company – and also shifts and changes through a company’s lifecycle to best meet company needs. There are four primary structures 1. Product lines (i.e. Software, service, etc) 2. Customer segments (i.e., small business, mid-market, e......Read More
871 Views
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
Top three things to avoid when establishing or scaling PMM: 1. Working in a silo. PMM is a highly cross functional role, so make sure you are in continual communication with xfn partners and that you are in lock step on priorities and plans. Err on the side of overcommunicating and ......Read More
831 Views
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
You know you are ready when you’ve got at least one FT PM and your biz needs someone to stand up / drive any/all of the following: 1. Market Strategy & Customer Insights. Analyzing market data, honing competitive intelligence, and drawing on prospect & customer insights to define PMF (p......Read More
828 Views
Leah Brite
Gusto Head of Product Marketing, Employers • May 1
Internal comms are so key given the highly xfn role of PMM. I’ve also found them crucial given that some of the outcomes PMMs drive are less tangible than some functions like Demand Gen. The best channels to communicate updates depend on size of company, tier of update, and goal of the comms......Read More
800 Views
Credentials & Highlights
Head of Product Marketing, Employers at Gusto
Product Marketing AMA Contributor
Lives In Denver, Colorado
Hobbies include Traveling, cooking, gardening, craft and creative projects, and playgrounds.
Knows About B2B Product Marketing KPI's, Building a Product Marketing Team, Competitive Positioni......more
Speaks English, Spanish