For webinar marketing, how are the responsibilities split between product marketing and content?
1 Answer
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • December 7
Ooof this is a tough one and honestly it depends on how things were structured at your organization from the beginning.
IMO, product marketing should influence/contribute to webinars, but not own webinar execution. For thought-leadership webinars, I've seen product marketing, content, and comms all own this in the past.
If you're lucky to have a large marketing team, I usually divide responsibilities for webinars like this:
- Product marketing owns outline and enablement material
- Content owns design and copy refinement
- Ops or Success owns delivery and lead tracking backend
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