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AMA: Sentry VP of Marketing, Elain Szu on Brand Strategy
April 8 @ 10:00AM PST
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Sentry VP of Marketing, Elain Szu on Brand Strategy
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Elain Szu
Sentry VP Marketing • April 8
This is one of my favorite challenges when you're developing brand positioning and you can apply to a singular product area, as well. You can't prevent them from copying messaging -- but you can establish that you are the only credible player to deliver that positioning. Credibility comes from al......Read More
805 Views
1 request
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
Elain Szu
Sentry VP Marketing • April 8
You've hit upon one of the reasons why marketing in tech is a neverending challenge (and the fun part IMO). I think the best marketers have both strong analytical skills and grasp how to build long-lasting brands based on an emotional connection with their customer. If your goal is to one day lea......Read More
1035 Views
1 request
Elain Szu
Sentry VP Marketing • April 8
Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts require persistent campaigns over a longer period of time, so the key is to establish a baseline and come up with a few metrics to s......Read More
1204 Views
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Elain Szu
Sentry VP Marketing • April 8
Your brand story is often rooted in how your company's core mission solves a critical customer problem. So in order to tell a unique and compelling narrative, you want to look at the company's core product DNA, tell an excellent story about how that landscape for that problem has evolved and cont......Read More
749 Views
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