PRODUCT MARKETING EXPERIENCE

Hi, I’m Priscilla.

I translate complex B2B SaaS products into messaging that wins.

GTM & Product Launches | Onboarding & Adoption | VoC & Market Intel | Persona Development

Priscilla’s toolkit

My Responsibilities

  1. Setting product mission & vision (product strategy)

  2. Aligning stakeholders around the vision

  3. Providing sales enablement resources to help close leads

  4. Delivering user experiences that help CX

  5. Deeply understanding customers & their problems

  6. Measuring business goals & success

  7. Prioritizing projects based on urgency and data

  8. Monitoring industry trends & competitors

My Approach

  • Every product project stems from a business outcome:

    • Increase Retention:

      "Which features & functionality can I add to the product that'll provide value to users to keep them around?"

    • Reduce Costs:

      "How can we improve the UX to lessen the burden on our customer support team?"

    • Gain Market Share:

      "Can we help by improving existing functionality or building new, industry-leading capabilities?"

  • Identify and deeply understand real customer problems worth solving.

    • User Interviews:

      Conducting user interviews to uncover friction in an onboarding flow → Zendesk (customer feedback & support data), Slack (internal team insights), Microsoft Teams (cross-team collaboration)

    • Support Analysis:

      Analyzing support tickets to surface the top recurring pain points → HubSpot (CRM & customer data), Jira (track reported issues & bugs)

  • Collect data to confirm a problem is real, and a solution is viable.

    • Interest Testing:

      Running a landing page test to gauge interest before building a feature → HubSpot (landing pages & lead tracking), Google Analytics GA4 (traffic & behavior data)

    • User Surveys:

      Surveying users to validate that a proposed workflow change solves their problem → G2 (peer reviews & market validation), Amplitude (user behavior analysis), Mixpanel (event-based product analytics)

  • Collaborate with engineering & design to bring the product roadmap to life.

    • Sprint Planning:

      Writing product specs and working alongside engineering in sprint planning → Jira (sprint & issue tracking), Asana (project & task management), Monday.com (workflow & team planning), Trello (visual task boards)

    • Design Collaboration:

      Partnering with design to ensure the UI aligns with user research insights → Figma (UI design & prototyping), Microsoft Teams (design review collaboration)

  • Ensure customers and the market know what we've built through a GTM plan.

    • GTM Planning:

      Creating a go-to-market plan with sales & marketing for a new feature release → Showpad (sales enablement & content), Highspot (GTM content management), HubSpot (campaign & pipeline management), Zapier (workflow automation across tools)

    • Campaign Execution:

      Developing launch messaging, email campaigns, and in-app announcements → Canva (visual content creation), Figma (design assets & mockups), Pendo (in-app messaging & guides), LinkedIn Ads (targeted B2B promotion)

  • Leverage launch data to measure performance against business outcomes.

    • Adoption Metrics:

      Reviewing adoption metrics and feature engagement rates post-launch → Pendo (feature adoption tracking), Amplitude (user behavior & funnels), Mixpanel (conversion & retention events), Google Analytics GA4 (web & product performance)

    • Churn Analysis:

      Analyzing churn data to determine if retention goals were achieved → HubSpot (revenue & churn reporting), G2 (post-launch review sentiment), LinkedIn Ads (campaign performance data)

  • Use data to continuously improve the product and business outcomes.

    • Feature Updates:

      Updating a feature based on low engagement data and re-launching to users → Pendo (usage heatmaps & feedback), Amplitude (drop-off & funnel analysis), Mixpanel (A/B test & event tracking), Figma (redesign & prototyping)

    • Messaging Refinement:

      Refining positioning and messaging after evaluating conversion drop-off → HubSpot (updated campaign execution), Zapier (automate updated workflows), Jira (log & prioritize improvements), Asana (manage iteration sprints)

My Funnel Strategy

  • Attract & Educate

    Cast a wide net to build brand awareness and drive organic discovery. Content should solve broad problems and establish authority, no sales pitch, just value.

    Blog Posts | Short-Form Video | Infographics | Podcasts | Social Content | SEO Guides

  • Engage & Nurture

    Deepen relationships with prospects actively evaluating solutions. Content should address specific pain points, build trust, and showcase your unique perspective.

    Email Sequences | Webinars | Case Studies | Whitepapers | Comparison Guides | Free Tools

  • Convert & Retain

    Remove final objections and make the decision easy. Content should be highly specific, ROI-focused, and drive decisive action, then continue to delight post-purchase.

    Testimonials | Pricing Pages | Onboarding Docs | ROI Calculators | Success Stories

How I Utilize Customer Feedback to Drive Product Marketing Strategy

Critical Mention: Zendesk Customer Onboarding & Help Center Content

Built a video and written content library from 0–1 to support the customer onboarding experience and drive product adoption

  • FAQ video series built directly from customer feedback, surfacing the features users needed most and translating them into digestible, self-service content

  • Product adoption driver - content was designed to reduce friction at key onboarding touchpoints and increase feature engagement post-activation

  • Jira-integrated prioritization - collaborated with IT and developer teams to review open support tickets, assess urgency, and use ticket volume and patterns to drive content prioritization, ensuring the highest-friction user issues were addressed first

  • Cross-functional collaboration alongside the product marketing team to ensure content is aligned with platform updates and customer success priorities

  • Note: The full help center is no longer live following a company acquisition, but the "Did You Know" video series below demonstrates the format, quality, and customer-feedback-driven approach used throughout

Fractal: Executive VoC Programs & Market Intelligence

Co-led a Voice of Customer (VoC) program with the Customer Experience Director, hosting executive client events that directly shaped product positioning

  • Set up executive roundtables with enterprise leaders from PepsiCo, Unilever, and Nestlé

  • Market needs discovery across AI solutions for Sales Transformation, Finance, and Supply Chain

  • Jira-integrated prioritization partnered with IT and developer teams to analyze support ticket data alongside executive feedback, identifying overlapping pain points across both channels and using that combined signal to prioritize content that addressed the most urgent and widespread customer concerns

  • Feedback-to-strategy pipeline translated client insights into positioning updates and GTM priorities

  • Stakeholder alignment across Product, CX, and Marketing to close the loop between customer voice and product roadmap

Companies my work has impacted

Competitive positioning documents

Team training materials

Product essential sales tools

High-impact solution briefs

White papers & thought leadership

Strategic Marketing Experience

  • Landing-Pages

    Landing Pages

    I develop high-performing landing pages and set up automated email sequences integrated with Salesforce to ensure new leads are instantly assigned to the right sales leaders

  • Client-Onboarding_AMs

    Account Manager Guides for Clients

    I create comprehensive onboarding guides that simplify complex platform setups and provide clear instructions to help new clients achieve immediate value

  • How-To-Tutorials

    How-To Tutorials

    I produce how-to tutorials and FAQ resources that provide clients with seamless self-service support. These tools successfully eliminated repetitive troubleshooting tickets for AMs

  • Client-Testimonials

    Client Testimonials

    I produce video-driven client testimonials by conducting deep-dive interviews that I transform into versatile assets for websites, promotional collateral, and sales decks

  • Competitor-Analysis

    Competitor Analysis Collateral

    I produce high-impact competitor battlecards that translate market intelligence into actionable messaging, equipping sales teams to navigate objections and win high-value deals

  • New-Client-Platform-Guides

    New Client Platform Guides

    I develop streamlined platform guides with step-by-step instructions and visuals to simplify the onboarding process for new clients

  • One-Pagers

    One Pagers

    I produce high-impact one-pagers and actionable client testimonials that translate complex features into clear ROI that accelerates the B2B buyer journey

  • Sales-Decks

    Sales Decks

    I design high-impact sales decks that distill complex platform value into persuasive narratives, providing the strategic messaging needed to close high-value partnerships and drive revenue

  • Website Management

    Website Management + Content

    I manage full-scale website operations acros WordPress, HubSpot, Squarespace, and Wix to launch SEO-optimized product announcements and prioritize testimonials that build credibility

  • Email-Marketing

    Email Marketing

    I design high-impact email campaigns using HubSpot, Mailchimp, and Pardot to boost open rates and drive engagement throughout the B2B customer journey

  • Case-Studies

    Case Studies

    I craft compelling case studies that highlight key performance metrics to demonstrate product value and inspire prospects to choose our company’s services to achieve similar results for their own businesses

  • White-Papers

    White Papers

    I cross-collaborate with internal sales, product, and account leaders to produce authoritative whitepapers that showcase industry thought leadership and drive performance throughout the customer journey

  • Podcasts-Management

    Podcasts Management

    I have experience managing podcast logistics by acquiring high-profile guests and creating structured outlines to streamline the recording process for a seamless guest experience

  • Sponsored-Events

    Sponsored Events

    I lead end-to-end event strategy by hosting webinars, managing trade show booths, and coordinating company requirements for sponsored events to ensure brand consistency and strategic messaging

  • Company-Videos

    Company Videos

    I produce high-impact brand videos and product trailers that leverage storytelling to showcase our mission and build brand credibility

  • Partner-Videos

    Partner Videos

    I produce high-impact platform integrations trailers for key partners like Databricks, PepsiCo, Unilever, and Nestlé, to align our SaaS products with high-value B2B accounts