In this webinar, Marcus Andrews and Keren Wexler will explain common challenges faced by product teams, how to use analytics to create better product launches, platform adoption, and how to add feedback into your workflows!

1. POWER OF THE PLATFORM:
A PM'S PATH TO A
WINNING PRODUCT
EXPERIENCE
W/ MARCUS ANDREWS - DIRECTOR
OF PRODUCT MARKETING &
KEREN WEXLER - SR. DIRECTOR OF
PRODUCT
JULY 14, 2022 AT 9:30 AM PDT,
12:30 PM EDT, 5:30 PM GMT
Product Management Today
The Path to Product-Led Growth
Keren Wexler
Sr. Director of Product
Marcus Andrews
Director of Product Marketing

2. 03
Pendo is on a mission to elevate the world’s experiences with software.
From Fortune 500 enterprises to B2B tech startups to educational
institutions and healthcare systems, organizations around the world
use Pendo to achieve a common goal– to accelerate and deepen
software product adoption.
Today’s consumers expect software to be as easy to use as the apps on
their phone. Pendo helps companies meet these rising user expectations.
As the only platform to combine in-app messaging with robust product
analytics and user feedback, Pendo ensures people adopt software
quickly and successfully. Using Pendo, product teams can combine
qualitative and quantitative insights to make more informed decisions
on how to support customers throughout their journey. IT and HR
teams can onboard, train, and support employees inside the tools they
use at work, helping to improve employee proficiency and accelerate
ROI on software investments.
Visit Pendo.io for
More information!

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4. ● Introductions
● Why do you need a complete
platform?
● What can a complete platform
do for you?
● How can you get started?
● Q&A
Today’s
agenda

5. People
Marketing Service
Revenue
Product teams need their own system of record

6. Why do you need a
complete platform?

7. Product
Experience
“A strong focus on product experiences means the death
of the traditional product life cycle.”
Gartner 2021 (Accelerating your growth in an era of transformation.)
(Traditional software)
Old Way (Modern software)
New Way
● Buy once
● Hard to rip out
● Little choice
● Ship 2x a year
● Gut feel decisions
● Buy often
● Easy to replace
● Lots of choice
● Ship constantly
● Data driven
The new way to build product

8. Product
experience is
the new game.

9. z
Product
Experience
Improve & personalize
their in-app experience.
Understand how users
behave & feel.
Capture & prioritize
their needs.
Users | Customers
Mobile & Desktop
Analytics In-App Guides
Feedback
Tools to support a great product experience

10. Only investigate data
backed problems
No chasing hunches
Take actions
guaranteed
to have impact
No more guessing
Innovate faster
through a continuous
improvement cycle
No more waiting
Point Solutions
Analyze
Trends, feedback,
sentiment
Act
In-app onboarding, support, guidance
Identify
Friction,
opportunity, issues
Analytics Feedback
Guides
Integrations
Integrations
Complete
Platform
Identify
Friction, opportunity,
issues
Analyze
Trends, feedback,
sentiment
Act
In-app onboarding, support, guidance
Guides
Feedback
Analytics
Data Loss
Integrations
Wasted
Dev Time
Separate
Logins
Point solutions only solve parts of the problem…
Complete Platform

11. Only investigate data
backed problems
No chasing hunches
Take actions
guaranteed
to have impact
No more guessing
Innovate faster
through a continuous
improvement cycle
No more waiting
Point Solutions
Analyze
Trends, feedback,
sentiment
Act
In-app onboarding, support, guidance
Identify
Friction,
opportunity, issues
Analytics Feedback
Guides
Integrations
Integrations
Identify
Friction, opportunity,
issues
Analyze
Trends, feedback,
sentiment
Act
In-app onboarding, support, guidance
Guides
Feedback
Analytics
Integrations
Complete Platform
Data Loss
Wasted
Dev Time
Separate
Logins
Complete
Platform
A complete platform creates a virtuous cycle

12. What can a complete
platform do for you?

13. Complete
Platform
Analytics
Feedback
Guides
A complete platform supports several use cases
● Product discovery
● Product launch
● Product adoption
● …and many more!
Use Cases

14. Product Discovery
Analytics + guides + feedback = decide what feature to build and how to build it
In-app polls: Get more data around what customers expect
and what are they concerned about
1
2
3 Product analytics: How is the product used today
User feedback: What are my biggest customer pains

15. Product Discovery
Know what to build with the customer in mind
User feedback: What are my biggest customer pains
Use quantitative data of customer & prospect feature requests
Feature A
Requesting
customers
Requesting
prospects
$$$ $$$
Feature B $$$ $$$
Feature C $$$ $$$
1
Votes
130
80
45
QUANT + QUAL

16. Product Discovery
Know what to build with the customer in mind
In-app polls: Dig deeper into what customers want with polls data.
FEEDBACK + POLLS
2

17. Product Discovery
Know what to build with the customer in mind
Product analytics: How is the product used today
Understand usage patterns and combine with feature request + polls data
Usage patterns of existing features
3

18. Complete
Platform
Analytics
Feedback
Polls
A complete platform supports several use cases
Use Cases
● Product discovery
● Product launch
● Product adoption
● …and many more!

19. #1 feature request!
Estimated $20 million Estimated $5 million
OR
$$ value
STRATEGIC CUSTOMER: “Our #1 need
is to onboard new users successfully”
Quantitative voice
of customers
Customer quote
Product discovery
Effectively present to execs

20. Product Launch
Analytics + guides + feedback = a path to a successful launch
In-app guides: Meet users where they are
1
2
3
Product analytics: Leverage data pre- and post-launch
User feedback: Iterate based on users’ needs

21. Product Launches
Marketing campaigns that bring
new products to market
What is it?
Big, product focused, marketing campaigns
that break through the noise and introduce
a new features to your target audience.
Goals
Capture attention, new business, increase
customer adoption / upsell.
How to use a platform
Launching new products to existing free users or
customers using a guide first integrated strategy.
● Ran for 6 days, 1,696 views
● 2m 56 time on guide
● 221 conversions 10% of clicks
● 13% CTR vs. avg. email CTR = 2%

22. Product Adoption
Analytics + guides + feedback = continue delivering value to customers
Product analytics: Understand usage over time and identify
any low/non-users
1
2
3
In-app guides: Drive usage with integrated, targeted
campaigns
User feedback: Collect open text feedback that provides
context on usage & drives future iterations

23. Product Adoption
Ensure that customers are continuing to use your product
QUANT + QUAL
Analytics: Understand usage over time
and identify any low/non-users
Feedback + In-app guides (polls):
Collect open text feedback that provides
context on usage & drives future
iterations

24. Product Adoption
Marketing campaigns that increase
feature use
What is it?
Strategic marketing and in-app campaigns aimed
at increasing adoption, growth, and/or stickiness
of a product.
Goals
Increase awareness, educate, push users to specific
features, grow product revenue.
How to use a platform
Use analytics to assess with product where there are
issues and opportunities. Create integrated campaigns
that help users understand why and how to try and
use products. ● 22% click-thru rate
● Awareness and action

25. Data-driven onboarding
A more effective way to help users get started in your product
Choose the right features to highlight
1
2
3
Personalize the experience
Track the impact on product usage
4
5
Collect qualitative feedback
Measure onboarding engagement

26. How can you get
started?

27. Pick a use case
Think of one finite,
well-scoped use
case
A few tips to get started today
Bring others in
Empower others to
help improve the
product experience
Try free tools
Get your feet
wet by testing it
out today

28. z
Product
Experience
Improve & personalize
their in-app experience.
Understand how users
behave & feel.
Capture & prioritize
their needs.
Users | Customers
Mobile & Desktop
Analytics In-App Guides
Feedback
Tools to support a great product experience

29. Keren Wexler
Sr. Director of
Product
Marcus Andrews
Director of Product
Marketing
POWER OF THE
PLATFORM:
A PM'S PATH TO
A WINNING
PRODUCT
EXPERIENCE

30. Director of Product Marketing
Marcus Andrews
/in/marcusandrews/
Pendo.io
Keren Wexler
/in/keren-wexler-2b18a6/
Q&A
Sr. Director of Product
Pendo.io

31. Questions (for Q&A at the end)
1. At our company we currently only have point solutions. Any tips on where we
could focus or what we could do? (i.e., specific use cases, tactics)
2. I love this idea of a complete platform, but sometimes people only focus on
analyzing data or putting out guides based on their specific roles. How do
you inspire teams to think more holistically? How do you nurture a culture of
digging into data, acting on it, and getting feedback?
3. You mentioned using guides to help support product launches and product
adoption. Any best practices/tips on how to create a great guide that drives
awareness and adoption?

32. Analytics
In-App Guides Feedback
Product teams are reliant on point solutions
Creating a patched together tech stack
This is painful: A complex, dysfunctional product stack.
● Product: Lots of context switching, incomplete data, missing tools.
● Business / All: Heavy admin, complex training, many contracts.

33. Can 1 + 1 = 3 ?
Sometimes the whole is greater than the sum of its parts.

34. Can 1 + 1 = 3 ?
Sometimes the whole is greater than the sum of its parts.

35. Good
Good

36. GREAT, 1 + 1 = 3
+ =
GREAT

37. Good Good
Insights
Guidance

38. GREAT, 1 + 1 = 3
+ =
Insights Guidance
GREAT