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AMA: SurveyMonkey Former Director of Product Marketing, Sarah Din
on Messaging
September 24 @ 10:00am PST

View AMA Answers

Messaging With Sarah Din, VP of Product Marketing at Unbabel
Top Questions
What are some exercises that help you move from the research collected (market, buyer persona, jobs to be done, etc.) to writing messaging?
VP of Product Marketing at Unbabel
The first thing here is to make sure the research you are doing is done with the end goal in mind. Meaning, think of how you are going to deliver this messaging, what is your final framework and format. If you are using a traditional value proposition framework for example, it might look somethin...more
What types of messaging documents or frameworks are typically shared with stakeholders from different teams (i.e. product, marketing, execs, etc.)?
VP of Product Marketing at Unbabel
We are in the process of creating an internal messaging hub, where all of our messaging will live. This hub will be on our Confluence site (which is what we use as our internal Wiki for the org). Our goal is to host all of our messaging docs on that hub, and give everyone access to it as a "Singl...more
How do you ensure your entire sales team gets the messaging?
VP of Product Marketing at Unbabel
Great question! You can easily spend a lot of time on building the perfect messaging framework, but it can be useless if other teams, especially sales, do not understand it or believe in it - so here are a few things to keep in mind as you work through messaging: * Involve them at the start of ...more
What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster?
A/B testing and spending on messaging research are ways that we can test out messaging, but if we don't have budget to do that, are there other ways to qualify it besides having team members or some stakeholders provide input and attempt to wordsmith until concensus is reached?
VP of Product Marketing at Unbabel
If you have differing opinions across your org, you definitely need to bring some data to the table. Testing is a critical part of developing successful messaging, and testing or market research does not have to cost an arm and a leg. Even if you don’t have a huge budget, you can still do some a...more
What's the best way to keep the leadership team engaged and continually contributing to messaging strategy and positioning?
VP of Product Marketing at Unbabel
If your leadership team understands the value of messaging, and how that can impact the success of an org, they will likely want to be involved without you having to ask! So the first step is to make sure that the leadership team truly understands what good messaging can do for an organization. ...more
How do you measure the success of your messaging?
VP of Product Marketing at Unbabel
This really depends on your where you are as an organization, and what your overall goals are, but here are a few thoughts and ideas: * If you are trying to move up-market as an org, you can try to measure brand perception with different segments over time. While brand perception is not e...more
How do you manage messaging across various platforms and audiences so that all points of communication are consistent?
VP of Product Marketing at Unbabel
This really depends on the size of your org. For a fairly small start-up, this might be an easier process since you likely have very few marketing channels you focus on. But as you get to larger sized orgs, this will be more difficult and has to happen over time.  You want to make sure that yo...more
How do you and at what stages do you test your messaging?
VP of Product Marketing at Unbabel
When: I like to think of testing in 2 stages. The first one is when you are just getting started and want to understand what are the big pain points you are solving for and what do customers care about. That is the first round of market research you will do to build your actual messaging. The...more
What are the most important parts of product positioning? How do you get the rest of the company aligned on positioning?
VP of Product Marketing at Unbabel
If I had to pick one thing, it is your core value proposition. Everyone should understand what your solution/benefit statement is. We use this format "We help you, so you can..". Secondly, everyone should know what makes your product unique - why are you different/better than your competitors. ...more
How do you define your ICP attributes when serving multiple markets, segments, varying levels of price sensitivity where typically the buyer profile is the same?
VP of Product Marketing at Unbabel
You want your ICP to give you a good sense for all of the above. Its hard to give you specifics, because this will vary by org.  We defined our ICP per product (we have 8 products in our B2B portfolio), pulled sales data for the past 365 days, and did an in-depth analysis on that to define a f...more
What's the best way to segment your customers to write messaging that resonates with them?
VP of Product Marketing at Unbabel
The format that has worked for us to-date is segmenting users by functional roles / buyer personas and use cases. For example - Let’s say your product caters to both HR and IT - you want distinct messages for HR and for IT - because the challenges HR faces are likely very different than what IT c...more
Ask Sarah About
  • Messaging For Market-Leading Products
  • Overhauling a Messaging Framework
  • Messaging Strategy
  • Breakthrough Messaging