In this conversation with Chang Chen, Head of Growth and Marketing at Otter.ai, she talks about self-serve and growing marketing teams. Hear about structuring marketing and sales, ways to identify users, balancing automation and humans, which companies are suitable for the PLG model, customer success, how to avoid pitfalls when working with a sales team, and the role of marketing in product-led motions.
Episode Outline
[01:05] Introducing Chang Chen
[02:32] Introducing the co-hosts
[04:18] Structuring marketing and sales at Otter.ai
[08:16] Contacting the salesperson after signing up for Otter.ai
[10:03] Identifying users
[12:12] The Tech Stack at Otter.ai
[14:06] Lead scoring model signals
[18:56] The self-serve marketing funnel
[23:32] Automated email versus a real person
[29:34] What type of companies are suitable for a PLG model?
[32:49] Common pitfalls when working with a sales team
[36:30] Where does customer success sit?
[38:06] How to build growth teams
[42:50] Product marketing and the product-led motion
Connect with Chang
LinkedIn)
Website)
**Connect with Elias, Korina, and Holly **
LinkedIn - Elias Rubel, Matter Made)
Twitter - Elias Rubel)
Matter Made Website)
LinkedIn - Korina Edwards, Matter Made)
Twitter - Korina Edwards)
Matter Made Website)
LinkedIn - Holly Chen, ExponentialX)
Twitter - Holly Chen)
ExponentialX Website)
