An interview with Lorena Martínez Cure, Product Marketing Manager at Parabol

We sit down with Lorena Martínez Cure, Product Marketing Manager at Parabol. Parabol is a remote retrospective and meeting app that generates automatic insights about team performance from online collaboration activity.

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How did you end up at Parabol and what problem does Parabol solve for its clients?

When the pandemic hit, I began leading a fully remote-distributed team. In search of ideas and tips, I found Parabol's content which provided incredibly valuable insights on team management. I was drawn to their commitment to helping people adapt to the future of work, making it a natural choice to join as a Product Marketer. Parabol tackles the challenge of remote team collaboration. We strongly believe that meaningful work is built on trust and a sense of purpose for every team member. Meetings play a crucial role in fostering this. That's why Parabol focuses on helping teams run structured, fun, and engaging Agile meetings. We aim to create an environment where meetings become a valuable tool for team connection and productivity.

As the Product Marketing Manager, what are your main responsibilities at Parabol?

As the Product Marketing Manager at Parabol, my main role is to develop and implement a compelling market positioning vision. To achieve this, I conduct customer research to understand our users' needs and how our product fits in the market. This also helps me uncover new opportunities for growth. I also lead conversion rate optimization strategies to ensure our messaging resonates with our target audience. My focus is on seizing growth opportunities while maximizing the impact of our product in the market.

To get a bit more technical, what are some of the acquisition channels that have worked well for Parabol and why do you think that is?

Content has proven to be the most effective method for making people aware of and interested in Parabol. From the very beginning of our marketing efforts, we recognized the importance of providing value to our audience. Whenever we develop a new strategy, our leading question is always, "What value are our users getting from this?" While we have goals like increasing traffic, conversions, and user growth like any other growth team, our primary focus is on how our strategies benefit our users. We aim to create content and strategies that align with our mission of helping people have better meetings, enjoy their work more, and foster team connections. By consistently delivering meaningful value through our content, we have seen that it resonates with our target audience, generating awareness and interest in Parabol. Our approach ensures that our marketing efforts not only drive growth but also genuinely address the needs of our users.

At ColdFire, when we look at our clients' Marketing strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. If you had to summarise the high-level LeadGenMarketing strategy of Parabol, what would it be?

At Parabol, our high-level marketing strategy is centered around the close collaboration between our product and growth teams. By working together, we create features and products that effectively address the needs of our users and the market. One key element contributing to our success is our user-centric approach. We actively involve our users in our product development process, which not only drives growth but also fosters a strong sense of community and loyalty among our user base. This agile way of working aligns with our product philosophy and resonates with our users, who are also agile teams themselves. Seeing us operate this way helps them feel more connected to our brand. This user-centric mindset allows us to deliver solutions that truly meet our users' needs, and it strengthens our brand driving long-term success.

What is a Marketing technique that you've used at Parabol or at previous companies which you believe is underutilized at most Marketing teams - and why?

One marketing tactic that I believe is often overlooked is research. In marketing it's easy to get caught up in your own assumptions and preferences, rather than taking the time to truly understand your audience. I've noticed that sometimes teams prefer to implement a bunch of strategies and see what sticks, rather than starting with a solid foundation of research. Research is essential because it helps us gain a deeper understanding of our users' motivations and behaviors. It goes beyond just crafting a better product; it allows us to develop marketing strategies that truly resonate with our audience. Sure, it takes some time and effort, but the insights we gain are absolutely worth it. By prioritizing research, we can make informed decisions, tailor our marketing efforts to our users' needs, and ultimately achieve better results.

Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

Our marketing team hasn't really experimented with cold outbound strategies like cold emails. As a product-led growth company, our sales are directed towards existing users who are already familiar with our product and have gotten value from it. From the marketing perspective, as a small team, we prioritize larger-scale tactics that provide sustainable long-term results, like content and SEO. This allows us to generate ongoing growth and results even if we're not pushing.

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