Product Marketing
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Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Handshake, and how do you measure it?
Video: Adventures in Messaging: E04 with Kristen Ribero, Head of Brand & Corporate Marketing, Handshake
March 24, 2021
MessagingFollow Kristen
How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations?
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit...more
Product MarketingMessagingFollow Kristen
Curious — where does in-app copy fit in your org? Is it under PMM? Design? Other? Particularly interested in technical products, but also curious for nontechnical.
Senior Director of Corporate Marketing at Handshake
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like featu...more
MessagingProduct MarketingFollow Kristen
Do you have a messaging template/worksheet/framework that you like to use? Always on the lookout for the best ways to really drive messaging home to internal stakeholders
Senior Director of Corporate Marketing at Handshake
There are a number of messaging framework templates available these days. I shared an article that I like to reference (link is below again); I also suggest you check out posts from Andy Raskin (https://andyraskin.com/) who I've worked with previously or check out this recording of Tiffany Spence...more
MessagingFollow Kristen
When your platform does many things, how do you prioritize your messaging hierarchy?
Senior Director of Corporate Marketing at Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t...more
MessagingProduct MarketingFollow Kristen
How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
Senior Director of Corporate Marketing at Handshake
The first step here is to share the WHY behind a messaging project. If you can get every group to align on that and the outcome, getting ‘approval’ is much easier. I start with a kickoff meeting and have often shared this article (linked below), particularly in startups where you may be dealing w...more
MessagingFollow Kristen
How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?
Senior Director of Corporate Marketing at Handshake
I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can f...more
Market ResearchFollow Kristen
I am currently interviewing competitive intelligence firms to conduct some win/loss analysis. Anyone here have an experience to share?
Senior Director of Corporate Marketing at Handshake

I’ve worked with Diane at dimensional research at a couple different companies - http://dimensionalresearch.com/. Very thorough and collaborative

Product MarketingFollow Kristen
Question about org structures - what does your product marketing team org structure look like?
Senior Director of Corporate Marketing at Handshake
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ...more
Market ResearchFollow Kristen
Any tips for successful “win interviews”? Who is typically involved?
Senior Director of Corporate Marketing at Handshake

I typically do them by myself without the sales person or product mgmt. I find the customer is more open about product and sales process that way pm and sales contribute to info we want to gather though