{"id":263587,"date":"2025-03-25T06:08:26","date_gmt":"2025-03-25T06:08:26","guid":{"rendered":"https:\/\/userpilot.com\/blog\/?post_type=pitt&#038;p=263587"},"modified":"2025-04-23T10:47:50","modified_gmt":"2025-04-23T10:47:50","slug":"multi-channel-product-marketing-growth-engine-yi-lin-pei","status":"publish","type":"pitt","link":"https:\/\/userpilot.com\/blog\/pitt\/multi-channel-product-marketing-growth-engine-yi-lin-pei\/","title":{"rendered":"How Can PMMs Build a Multi-Channel Product Marketing Growth Engine"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Product Marketing Managers sit at the intersection of product, marketing, and sales. They translate product value into positioning, messaging, and go-to-market strategies, ensuring the right customers understand and adopt the product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, <\/span><a href=\"http:\/\/courageous-careers.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">having coached over 200 PMMs<\/span><\/a><span style=\"font-weight: 400;\"> and spoken to hundreds more, it\u2019s clear that many PMMs struggle to connect their work to measurable business outcomes. They operate in silos, focused on messaging, enablement, and launches, without fully leveraging multi-channel strategies to drive growth. This makes it harder to prove impact and drive adoption.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To be a <\/span><a href=\"https:\/\/www.linkedin.com\/posts\/yilinpei_productmarketing-gtm-strategy-activity-7186083490990325760-AUyS\/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAAAKBEsgBBIHKt4BtCXVoNPwygJ1KzJacM14\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">high-impact PMM<\/span><\/a><span style=\"font-weight: 400;\">, you must think beyond isolated tactics and understand how to build a multi-channel product marketing growth engine.\u00a0<\/span><\/p>\n<h2><b>What is a multi-channel product marketing growth engine?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">PMMs who understand growth don\u2019t just execute individual tactics: they build a multi-channel growth engine that integrates acquisition, retention, and monetization strategies across multiple teams and channels to drive sustainable business impact.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A growth engine isn\u2019t about one-off campaigns; it\u2019s about creating a repeatable, scalable process that moves prospects through the funnel using a combination of channels, tactics, and cross-functional collaboration.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s break down exactly how PMMs can build this kind of system.<\/span><\/p>\n<h2><b>Understanding growth: The three key levers<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Growth expert Elena Verna describes growth as \u201cyour ability to predictably, sustainably, and competitively answer the question of how you acquire, retain, and monetize customers.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To drive growth, businesses pull three core levers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Acquisition:<\/b><span style=\"font-weight: 400;\"> Bringing in new customers through awareness (top of the funnel), engagement (middle of the funnel), and activation\/purchase (bottom of the funnel).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Retention:<\/b><span style=\"font-weight: 400;\"> Keeping and expanding existing customer revenue through product improvements, service enhancements, and loyalty strategies.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Monetization:<\/b><span style=\"font-weight: 400;\"> Optimizing how customers are charged to maximize revenue and profit.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While these levers are often discussed in a <\/span><a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">product-led growth (PLG) context<\/span><\/a><span style=\"font-weight: 400;\">, they apply to nearly every business model. Most companies, regardless of industry, use a mix of tactics across sales, marketing, and products to drive sustainable growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For PMMs, understanding these levers is crucial. PMMs who grasp growth mechanics can better align their strategies with company objectives, collaborate cross-functionally, and ultimately become more valuable leaders.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I built the tactics table below to use as a guide. Note that this is not exhaustive, and some tactics will fall into multiple buckets across teams.\u00a0<\/span><\/p>\n<figure id=\"attachment_264751\" aria-describedby=\"caption-attachment-264751\" style=\"width: 967px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-264751 size-full\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Growth-tactics-userpilot-pitt.png\" alt=\"Growth tactics categorized by growth lever and business model\" width=\"967\" height=\"654\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Growth-tactics-userpilot-pitt.png 967w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Growth-tactics-userpilot-pitt-450x304.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Growth-tactics-userpilot-pitt-768x519.png 768w\" sizes=\"(max-width: 967px) 100vw, 967px\" \/><figcaption id=\"caption-attachment-264751\" class=\"wp-caption-text\">Growth tactics categorized by growth lever and business model.<\/figcaption><\/figure>\n<h2><b>Operationalizing growth tactics in a multi-channel marketing plan as a PM<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Understanding growth levers is just the first step. The next challenge is: How do PMMs take this knowledge and translate it into a scalable, multi-channel system?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the book <\/span><i><span style=\"font-weight: 400;\">LOVED: How to Rethink Marketing for Tech Products<\/span><\/i><span style=\"font-weight: 400;\"> by Martina Lauchengco, product marketing\u2019s work is most effective when embedded into larger marketing plans. Whether PMM reports into marketing, product, or elsewhere, ensuring that <\/span><a href=\"https:\/\/userpilot.com\/blog\/best-gtm-strategy-examples-saas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GTM strategy<\/span><\/a><span style=\"font-weight: 400;\"> is integrated into broader marketing efforts helps bridge the gap between product and marketing execution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To operationalize this, here\u2019s the quarterly planning process I used as a PMM leader (and the process I coach my clients on) to ensure our team\u2019s work was fully embedded in marketing plans. I will also use a real example to illustrate each step.\u00a0<\/span><\/p>\n<div class=\"cta-container-pitt-speaker\">\n<div class=\"cta-content\">\n<h3 class=\"cta-title\">Learn More from the Interview with Yi Lin.<\/h3>\n<p><a class=\"btn btn-light\" href=\"https:\/\/pages.userpilot.com\/events\/how-to-build-a-multi-channel-product-marketing-growth-engine\/\" target=\"_blank\" rel=\"noopener\">Sign up for the interview<\/a><\/p>\n<\/div>\n<div class=\"speaker-image-pitt\"><img decoding=\"async\" class=\"cta-image\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Cta-Author-for-PITT-Yi-Lin-Pei.png\" alt=\"Speaker Image\" \/><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h3><b>Step A: Identify the key growth lever to focus on<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Rather than trying to tackle multiple growth levers at once, it\u2019s best to prioritize one key lever and funnel stage each quarter for the biggest impact, especially given the limited resources most PMM teams have. This doesn\u2019t mean your team will focus solely on this, but it will be the primary priority.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s use the example below to illustrate how to determine this step.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\ud83d\udc49\ud83c\udffb <\/span><b>Example: <\/b><span style=\"font-weight: 400;\">A B2B SaaS company wants to reach $20M in revenue by improving pipeline conversion.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Key growth lever:<\/b><span style=\"font-weight: 400;\"> Acquisition (driving pipeline and improving its conversion rates).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Biggest drop-off point:<\/b><span style=\"font-weight: 400;\"> Leads enter the funnel but fail to convert into accepted opportunities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Priority focus:<\/b><span style=\"font-weight: 400;\"> Optimize mid-funnel strategies to increase lead to opportunity conversion rates.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this example, by focusing efforts on mid-funnel lead to opportunity conversion, the PMM team can ensure that their efforts align with driving pipeline efficiency.<\/span><\/p>\n<h3><b>Step B: Use the PMM framework to map out the product marketing strategy\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve identified the key growth lever and the <\/span><a href=\"https:\/\/userpilot.com\/blog\/how-to-perform-funnel-analysis-in-userpilot\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">funnel stage<\/span><\/a><span style=\"font-weight: 400;\"> to focus on, the next step is to determine the right strategy to address it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s crucial to revisit the core gap or challenge identified in Step A using the PMM framework. This ensures we address any foundational issues before layering on tactical solutions.<\/span><\/p>\n<p><b><i>\ud83d\udc49\ud83c\udffb <\/i><\/b><b>Example:<\/b><span style=\"font-weight: 400;\"> Using the same example as before, where the challenge is that leads aren\u2019t converting into opportunities. Upon investigation, you identify two possible root causes:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Low lead quality:<\/b><span style=\"font-weight: 400;\"> If the leads coming in aren\u2019t the right fit, the priority should be refining the audience. This means better defining the ICP, tightening qualification criteria, and improving lead selection to ensure higher-quality prospects.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Good lead quality, but poor conversion:<\/b><span style=\"font-weight: 400;\"> If the leads are qualified but still not converting, the issue likely lies in nurturing and segmentation. A one-size-fits-all approach to messaging won\u2019t resonate. Leads need to be segmented more effectively, with tailored, compelling messaging that speaks to their specific needs and pain points.<\/span><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">By first diagnosing the underlying issue, you ensure that your strategy directly addresses the most impactful roadblocks, setting the stage for effective growth execution.<\/span><\/p>\n<div class=\"container-banner-userpilot\" style=\"border: 1px solid #dadada; border-radius: 5px; text-align: center;\">\n<div class=\"wrapper-banner-userpilot\">\n<div style=\"text-align: left;\">\n<p><img decoding=\"async\" class=\"fav-icon-banner-userpilot alignleft\" src=\"https:\/\/userpilot-website-assets.s3.us-west-2.amazonaws.com\/wp-content\/uploads\/2023\/11\/06101950\/usp-fav-dark.png\" \/><\/p>\n<h3 style=\"text-align: left;\">Try Userpilot and Take Your Product Marketing to the Next Level<\/h3>\n<div class=\"banner-userpilot-button-icon\" style=\"text-align: left;\">\n<p><a class=\"banner-userpilot-button\" href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener\">Get a Demo<\/a><\/p>\n<ul>\n<li style=\"text-align: left;\">14 Day Trial<\/li>\n<li style=\"text-align: left;\">No Credit Card Required<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"image-banner-userpilot\" style=\"text-align: left;\"><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/01\/userpilot-features-preview.png\" alt=\"\" \/><\/div>\n<\/div>\n<\/div>\n<h3><b>Step C: Choose the growth tactic to double down as a big bet<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With a well-defined strategy in place, the next step is selecting growth tactics that align with the company\u2019s business model and strengths. Rather than defaulting to random tactics, it&#8217;s essential to leverage existing capabilities for maximum impact. The growth tactics table before can help inform exactly what to use, by growth lever and funnel stage.\u00a0<\/span><\/p>\n<p><b>\ud83d\udc49\ud83c\udffbExample:<\/b><span style=\"font-weight: 400;\"> Let\u2019s say the company has historically been <\/span><a href=\"https:\/\/userpilot.com\/blog\/marketing-led-growth\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">marketing-led<\/span><\/a><span style=\"font-weight: 400;\"> and has a strong lifecycle marketing team with a proven track record in email marketing. In this case, a powerful channel growth tactic could be creating and implementing a segmented email campaign. This could include the following channels:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email nurture and campaign to a segmented audience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email retargeting, to reach audiences that showed interest.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In which case, how you can directly contribute could include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Better ICP and segmentation:<\/b><span style=\"font-weight: 400;\"> Ensure the right audience is targeted for better lead qualification.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Optimize messaging:<\/b><span style=\"font-weight: 400;\"> Provide key insights to craft compelling, conversion-driven email sequences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Collaboration:<\/b><span style=\"font-weight: 400;\"> Work cross-functionally to align lifecycle marketing efforts with broader growth goals.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By strategically contributing your expertise, you position product marketing as a key driver of business growth, without having to reinvent the wheel.<\/span><\/p>\n<h3><b>Step D: Complete the rest of the marketing plan with additional tactics\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With a solid strategy and tactics in place for the key growth lever, you can now apply the same structured approach to build out the full marketing plan &#8211; mapping each lever to the right tactics. The final output can then be visualized in a funnel.<\/span><\/p>\n<p><b>\ud83d\udc49\ud83c\udffbExample: <\/b><span style=\"font-weight: 400;\">Imagine the same company from before determined that retention should be their second priority focus after acquisition. Through careful <a href=\"https:\/\/userpilot.com\/blog\/user-behavioral-analysis\/\" target=\"_blank\" rel=\"noopener\">analysis of user behavior data<\/a>, you discover that customers who failed to adopt the platform&#8217;s e-commerce features had a 65% higher churn rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This insight led you to develop a targeted strategy:<\/span><\/p>\n<ul>\n<li><b>Growth lever:<\/b><span style=\"font-weight: 400;\"> Retention (through increased feature adoption).<\/span><\/li>\n<li><b>Identified problem:<\/b><span style=\"font-weight: 400;\"> Customers are not adopting key e-commerce features of the product.<\/span><\/li>\n<li><b>Priority focus:<\/b><span style=\"font-weight: 400;\"> Improve education on feature value and reduce adoption friction to drive retention.<\/span><\/li>\n<li><b>Channel strategy:<\/b><span style=\"font-weight: 400;\"> Deploy multi-channel approach using:<\/span>\n<ul>\n<li><span style=\"font-weight: 400;\">In-app communications (tooltips and guided tours).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Video tutorials for visual learners.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Live masterclasses for comprehensive education.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Self-service learning resources for independent exploration.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><b>How you contribute:\u00a0<\/b>\n<ul>\n<li><span style=\"font-weight: 400;\">Better product\/feature messaging to craft compelling in-app copy.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Leading training sessions\/tutorials by sharing product expertise.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Working cross-functionally with customer success teams to reach retention goals.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You then integrate this retention strategy into a comprehensive funnel visualization (the illustration below keeps things at a higher level).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This funnel visualization serves as a powerful alignment tool, ensuring the entire marketing team is on the same page. It clearly illustrates PMM\u2019s impact, how each initiative connects to specific channels, and provides a measurable framework for tracking success.<\/span><\/p>\n<figure id=\"attachment_264768\" aria-describedby=\"caption-attachment-264768\" style=\"width: 973px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-264768\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Product-marketing-quarterly-plan-userpilot-pitt.png\" alt=\"Example of a quarterly product marketing plan\" width=\"973\" height=\"547\" srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Product-marketing-quarterly-plan-userpilot-pitt.png 973w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Product-marketing-quarterly-plan-userpilot-pitt-450x253.png 450w, https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Product-marketing-quarterly-plan-userpilot-pitt-768x432.png 768w\" sizes=\"(max-width: 973px) 100vw, 973px\" \/><figcaption id=\"caption-attachment-264768\" class=\"wp-caption-text\">Example of a quarterly product marketing plan.<\/figcaption><\/figure>\n<h2><b>A final word\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">By applying this process quarter after quarter, you\u2019re not just optimizing marketing execution, you\u2019re building a multi-channel product marketing growth engine that drives sustainable business impact. With many PMMs unable to align themselves to revenue or business outcomes, this process also ensures the contributions of the PMM team are easily seen and understood.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PMMs who master this approach position themselves as strategic leaders, whether aiming for a Director of PMM, VP of Marketing, or CMO role.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are interested in becoming a high-impact PMM leader, or training\/growing your team, reach out to me any time for coaching\/training services. <\/span><\/p>\n<div class=\"cta-container-pitt-speaker\">\n<div class=\"cta-content\">\n<h3 class=\"cta-title\">Don&#8217;t Miss Out on Expert Knowledge That Keeps You Ahead.<\/h3>\n<p><a class=\"btn btn-light\" href=\"https:\/\/www.courageous-careers.com\/newsletter\" target=\"_blank\" rel=\"noopener\">Sign Up for Yi Lin&#8217;s Newsletter<\/a><\/p>\n<\/div>\n<div class=\"speaker-image-pitt\"><img decoding=\"async\" class=\"cta-image\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/03\/Cta-Author-for-PITT-Yi-Lin-Pei.png\" alt=\"Speaker Image\" \/><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how Product Marketing Managers can build a multi-channel growth engine, align strategies with business goals, and drive sustainable impact through acquisition, retention, and monetization.<\/p>\n","protected":false},"author":82,"featured_media":264664,"template":"","class_list":["post-263587","pitt","type-pitt","status-publish","has-post-thumbnail","hentry","pitt_type-read-grow"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Can PMMs Build a Multi-Channel Product Marketing Growth Engine<\/title>\n<meta name=\"description\" content=\"Learn how Product Marketing Managers can build a multi-channel growth engine, align 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