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When I started at Dropbox, I was running the blogs and doing a lot of the content marketing.

I actually came from a content marketing background, and was a writer originally. Jenna: I’ve been at Dropbox for almost four years.

Could you give us a brief rundown of your time at Dropbox to date, including the different types of products you’ve worked on over the last couple years, as well as the problem that your team’s trying to solve with Dropbox Paper? User research supports all three.Īdam: Jenna, welcome to Inside Intercom.

Product marketing has three pillars: data and insights, gut feel and empathy.

The key to an effective product landing page, particularly for something brand new: show, don’t tell.

To help shape a product’s story, the Dropbox team creates mock landing pages and tests them in user research sprints.

A tight, closed feedback loop between your product and product marketing teams is essential.

For product marketers, shipping is the beginning of a lengthy process, which includes continuing that steady stream of announcements and feature improvements, as well as getting to know your users better.

Short on time? Here are five key takeaways: Below is a lightly edited transcript of the chat. You can subscribe on iTunes or grab the RSS feed in your player of choice. If you enjoy the conversation, check out more episodes of our podcast.

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Jenna joined me on our podcast to share the importance of alignment with the product team from day one, why you simply can’t overestimate the value of user research, how to iterate on messaging post-launch, and more. Prior to Paper, Jenna had stints leading product marketing for Dropbox’s productivity features, as well as for its basic audience.

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Her team looks after the full marketing funnel for Paper from awareness and consideration, to activation and retention. It initially served as the inspiration for Dropbox Notes, a service that was first beta tested in 2014 and eventually morphed into Paper.That not only means telling a compelling story and shipping a product that delivers on it, but also convincing someone they should switch their consumption from an established competitor to whatever it is you’re bringing to market.Īs the Product Marketing Lead for Dropbox Paper, the collaborative document editing product that launched early in 2017, Jenna Crane knows this first-hand. The service was a favorite for taking notes at conferences and events due to its ease of use and real-time aspects, but it was also well suited to company wikis, personal note-taking, classroom notes and more. Hackpad was backed by Y Combinator and, prior to its acquisition, it counted the likes of Airbnb, Stripe and Upworthy among its customer base. Alternatively, they can opt out of the transition altogether, which will mean that their data will be deleted forever when the service is switched off.

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All Hackpad notes are set to automatically migrate to Dropbox Paper before that date, but users can opt to do that now: either direct to Paper or via a zip file.

“That feedback has been really helpful for designing Dropbox Paper - a product inspired by the Hackpad community,” he added.

“I’m so grateful for all the enthusiasm and feedback from the Hackpad community over the last several years, and I’m excited to share what’s coming next,” Igor Kofman, who founded Hackpad and now leads the Dropbox Paper team, wrote in a note. Not only did it open source the service in 2015, allowing its community to build on top of it, but Hackpad (and its team) is the driving force behind the recently launched Dropbox Paper app.

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Unlike the usual (and inevitable) demise of a promising software startup following a corporate acquisition - ahem Microsoft on at least two occasions - Dropbox deserves credit for letting Hackpad live on. Cloud sharing giant Dropbox announced this week it will shutter document collaboration service Hackpad, which it acquired way back in 2014, next month.