Glassdoor

Lead Product Marketing Manager at Glassdoor

When a company has many product offerings, getting really clear on who you are targeting will be critical to ensure that you are "spotlighting" the right product/features/packages to the audience most likely to buy/adopt/care. Prospective buyers may become overwhelmed or stop caring when content ...more

At what point do you consider competitive information in your messaging?

Lead Product Marketing Manager at Glassdoor

During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiate, then it is highlighted in the statement and validated/proven in the reasons-to-believe and pro...more

How do you simplify technical jargon so that your audience understands it but not so much so as to lose its essence?

Lead Product Marketing Manager at Glassdoor

It is so easy to fall into launching with technical jargon when you've been living and breathing it as a PMM! Two ways that I have found helpful in simplifying, and even transforming/replacing techncial jargon are (1) launch customer interviews, listen and use the language they use, and (2) crowd...more

How do you create a feedback loop with customers and target audience to ensure that your messaging is hitting home?

Lead Product Marketing Manager at Glassdoor

At Glassdoor, we have a not-so-secret secret weapon… we have a Head of Market Insights within the product marketing org that is at the center of what we do from influencing product roadmaps to positioning and messaging, and enabling our GTM and marketing channels. One of the biggest things being ...more

How do you approach messaging and positioning when your product isn't the market leader?

Lead Product Marketing Manager at Glassdoor

Per our head of PMM (Eric Petitt), it is important to think about and understand the market leader positioning because the leader often defines category expectations… as well as their weaknesses. And when a challenger tries to play catch up to the market leader, the copy-cat will die over time be...more

How to validate your messaging and positioning once you've already finalized them?

Lead Product Marketing Manager at Glassdoor

Change is inevitable! So whenever possible, going to market with “final” messaging should include room for evolution over time based on various external and internal factors. Markets change and evolve, and customers’ needs or perspectives also change and evolve based on whatever is important to t...more

What are the top 3 things you watch out for when you create your content / messaging plan?

Lead Product Marketing Manager at Glassdoor

1. Market & Competitive Insights - What do we know about our target market? What do we know about the competition? What do we know about our prospective customers' pain points? What don't we know about all of the above? Once research is conducted, is it enough to get started? 2. Bu...more

How do you get buy-in on your positioning and messaging from cross-functional partners?

Lead Product Marketing Manager at Glassdoor

Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from ...more

What messaging and persona framework do you use? And how much of competitive positioning do you cover in Messaging?

Lead Product Marketing Manager at Glassdoor

Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage. In terms of a messaging framewor...more