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AMA: SurveyMonkey Former Director of Product Marketing, Sarah Din on Messaging
September 24 @ 10:00AM PST
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SurveyMonkey Former Director of Product Marketing, Sarah Din on Messaging
Top Questions
Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
1166 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
2072 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
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Sarah Din
Quickbase VP of Product Marketing • September 24
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 ......Read More
1830 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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. ......Read More
1372 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
2052 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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. ......Read More
1179 Views
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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?
Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
1542 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
1984 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
1645 Views
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Sarah Din
Quickbase VP of Product Marketing • September 24
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......Read More
1307 Views
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