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Natalie Louie

Product & Content Marketing, ICONIQ Capital

About

Product Marketing strategist and leader who supports internal teams, the market, and target customers to achieve competitive advantage, increase users, amplify our story, find a path towards monetization and build customer lifetime value.

Content

What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

Natalie Louie

ICONIQ Capital Product & Content Marketing • January 11

I break up my 30-60-90 day plan into 4 phases of success for Product Marketing – it also includes focus for after your first 90 days, all outlined below. You may not get to everything in each phase, or you may move through things faster – I use this as a guide and checklist to keep myself acco......Read More

8640 Views

What are some examples of "quick wins" you should aim for in the first 90 days?

Natalie Louie

ICONIQ Capital Product & Content Marketing • January 11

Start with my 30/60/90 day plan. I embark on this process and begin looking for where I can dive in for my quick wins. You never know what scenario you are walking into or which project has suddenly been prioritized when you first start. The key is listening for what people are working on, under......Read More

7087 Views

What are good messaging framework resources that you use?

Natalie Louie

ICONIQ Capital Product & Content Marketing • April 13

MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen This messaging framework we use has 5 elements: * Name a Big, Relevant Change in the World * Show There’ll Be Winners and Losers * Tease the Promised Land * Introduce......Read More

4182 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

Natalie Louie

ICONIQ Capital Product & Content Marketing • January 11

Please see my phases of success for a PMM in your first 100 days here . A KEY THING to know at the onset is, does everyone know what a PMM does and what value they bring? Ask all leaders and cross functional partners. Product Marketers are the marketing strategists, the brains of marketing, the......Read More

3877 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

Natalie Louie

ICONIQ Capital Product & Content Marketing • May 5

As a PMM I’ve always had a close relationship with demand gen, from startups to public companies. Here’s what we do together and what we each own separately: Together we discuss themes and ideas but demand gen owns the tactics and PMM owns the strategy. We both own the results. Demand Gen: focu......Read More

2968 Views

Do you approach stakeholder management differently based on the team you're talking to? (Product, Marketing, Sales, Growth, Customer Success). And if so, how?

Natalie Louie

ICONIQ Capital Product & Content Marketing • May 5

Yes, I always do. Treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how you can help them......Read More

2060 Views

In your role working as Product Manager & Go-To-Market or working with PE/VC/pricing consulting firms on company valuation & market assessment, whats your go-to resource with frameworks & examples to conduct B2B pricing power assessment for a product?

Natalie Louie

ICONIQ Capital Product & Content Marketing • April 13

If you want the highest company valuation possible, you need a recurring stream based on a value-based and/or usage-based pricing model. Investors and Wall Street value recurring revenue streams at a much higher multiple than one-time transactional revenue because they are predictable revenue str......Read More

1654 Views

What approach do you take to build internal consensus among stakeholders when you have limited data to prove/disprove an idea?

Natalie Louie

ICONIQ Capital Product & Content Marketing • May 5

I mentioned this in a prior question - treat each stakeholder like one of your “personas”. Understand their role, what their pain points are, what their goals are, what words they use and what’s important to them. Do a 1:1 with them, get to know them, their OKRs, interview them and find out how y......Read More

1612 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

Natalie Louie

ICONIQ Capital Product & Content Marketing • May 5

At two previous companies I worked at (Zuora and Hired) we have OKRs and each group creates their own and works with each other to define theirs. We can also view everyone's OKRs in our Workboard tool. Alignment begins before any project begins. Each quarter we all get better at aligning our OKRs......Read More

1475 Views

How do you work with channel owners? Oftentimes there is conflict when product marketing doesn't agree with channel owner strategies, however it's a PMM's job to ensure marketing meets higher lever strategic objectives for a launch.

Natalie Louie

ICONIQ Capital Product & Content Marketing • May 5

Here are 4 ways this can be mitigated: * There’s always a reason why you don’t agree -- when you can get to the data and root cause driving the disagreement -- then you start to build bridges to get back on the same page. Instead of disagreeing, a good response is to keep asking “why”......Read More

1393 Views

Credentials & Highlights

Product & Content Marketing at ICONIQ Capital

Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys