Sharebird
Sign Up / Sign In
Ask me anything
AMA Page
Alissa Lydon

AMA: LogDNA Director of Product Marketing, Alissa Lydon on Competitive Positioning

April 27 @ 10:00AM PST
View AMA Answers
LogDNA Director of Product Marketing, Alissa Lydon on Competitive Positioning
Top Questions
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 26
Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it like internal selling. And just like in the field, one of the most compelling ways to convince people is to use customer proof p......Read More
555 Views
3 requests
How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?
Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 27
When I am looking for messaging and positioning validation from outside the org, I find that people engage more with a story than with a static framework. And as far as stories go, everyone much prefers pictures to reading dense Powerpoint slides! To that end, putting together a solid "marketect......Read More
1079 Views
2 requests
When your sales team are already having daily 1on1 conversations with clients, what is the best approach in engaging with these clients for market research without being interruptive?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 27
I am hoping that some of my other answers have made this clear, but in case they haven't - market research, just like everything else in Product Marketing, is a team sport. The more you can show the value of this kind of research (i.e. how it will help sales win more deals), the easier it will be......Read More
488 Views
2 requests
What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 26
At its most basic, messaging is about answering 3 key prompts: * What is the problem facing the market today? * What solution (generally) will help solve this problem? * What does your product do to help solve it? To me, competitive falls squarely underneath that third bullet point. It's o......Read More
1817 Views
3 requests
Could you share best practice tips for integrating market research into various stages of GTM, from business case justification through to launch readiness and post-launch adoption?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 27
I think with anything you do in Product Marketing, you first have to understand what your goals are to avoid being completely consumed by the task at hand. This includes understanding who your audience is, how the information will be used, and most importantly how you will measure success. The sa......Read More
663 Views
3 requests
What market research tools do you recommend for efficiency?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing Lead • April 26
Market and competitive analysis can sometimes feel overwhelming. With so many sources to keep track of, and new competitors popping up all the time, it can be a full time job! To avoid feeling overwhlemed, it's important to prioritize the competitors and channels that are the msot relevant to ......Read More
634 Views
5 requests