This article was taken from a Fireside Chat between Sean Broderick and Nadav Charnilas, recorded at our Product Marketing MisUnderstood event in February 2022. Since the chat, Sean has changed roles and is now Director of Product GTM at Sitecore. Congratulations, Sean!
Every company must drive conversions and onboard as many customers as possible.
Sean Broderick, Director of Product Go-to-Market at Sitecore, and Nadav Charnilas, Director of Product Marketing at Namogoo offer their advice on how product marketers can optimize their sales potential, during a chat in which they discuss:
- Defining the funnel from a product marketing perspective
- Who owns onboarding?
- Funnel optimization tools
- The role of the product marketer in funnel optimization
- Common pitfalls of product marketers in funnel optimization
- The long-term benefits of an optimized funnel
About our speakers
Sean: I'm delighted to be joined by Nadav Charnilas. We're going to be talking about how to drive conversion and improve your customer onboarding funnel. Before we get into that, Nadav, tell us a little bit about yourself.
Nadav: I'm currently the Director of Product Marketing at a company called Namogoo in Tel Aviv, Israel. Before this, I was the Head of Product Marketing for the funnel group at Wix, and before that, I was Director of Growth and Product Marketing for Vimeo in New York. I was also a PMM at Microsoft.
I’ve had a good few years in product marketing, and throughout that time I’ve been doing a lot of work on funnel optimizations, A/B testing, and things like that.
Sean: And I'm Sean Broderick. I'm Head of Product Marketing at eDesk and the host of the Product Marketing AI podcast.
Defining the funnel from a product marketing perspective
Sean: Nadav, based on your experience, how would you define the funnel for our members?
Nadav: In the classic definition of a funnel, it's basically the user journey from start to finish – even though there’s no such thing as the end of the user journey. It’s everything from the lead to the conversion.
In a broader sense, I like to think of the funnel as the steps that users take from the first moment they hear about you or your product, through to understanding your value, trying out your product, loving it, paying you for it, and then getting others to try it. So it's the movement towards becoming a fan.
Sean: How does this break down in your day-to-day role as a product marketer?
Nadav: It starts with your first interaction with a user, whether that's through an ad or a landing page. Your role here is to get your users to sign up, start using your product, and join your experience.
The most important part though is when users first meet your product and you start onboarding them. With a good onboarding flow, you can gather actionable information about your users and you can remove barriers to conversion.
You can also provide your users with relevant information about your product. All these things can help you get your users to success as fast as possible and improve conversion later on.
