Insights from the Hubspot Team
It's pretty difficult to get a straightforward read on the effectiveness of your messaging and positioning but there are a few things you can do to ensure your messaging is more likely to succeed. 1) During the process of creating the messaging, work with your market research team to test aspects...more
What frameworks do you rely on when creating messaging and positioning? How might these frameworks differ if creating messaging and positioning from scratch vs. updating existing messaging and positioning?
We use a messaging ladder (a slightly customized version of many i've seen online) but are increasingly using a broader framework to connect our messaging to the buyer journey. The framework we use to structure the messaging doesn't dictate how often we update the messaging. For this, we try to a...more
How do you decide between focusing on SMB vs. Enterprise when doing messaging where you can only have one?
That's a tough call. What we've found recently is that as we've adapted our messaging for an enterprise audience, it's resonated less with small businesses. Some companies choose to vary their messaging by audience size (e.g. Shopify) others have one-size-fits-all messaging regardless of size. I ...more
Determining messaging at launch is one thing while returning to that messaging post-launch is another. How do you prioritize messaging adjustment and how often should one do this?
As I mentioned before, I always try to align positioning to where the product is going and where the company wants to be. Messaging can then roll out in several phases until it realizes this ideal positioning. Ideally, you have an understanding from research of what your prospects and customers b...more
Given the lean nature of how products develop, how do you best handle changes to your messaging based on quick evolution of product features?
I truly believe messaging should be a living, breathing thing that gets updated periodically. How often though can be challenging. It's often not feasible to update it at every product launch or, if decision making takes a long time, it can be tedious to update frequently. This is where I think a...more
Positioning and messaging both help you explain the value you deliver. I've always thought of positioning as something that lives internally within a company to help the organization contextualize their product or service within their category. It's the strategy by which you choose to communicate...more
We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.
Great question! Sounds like your team is really prioritizing the awareness and consideration phase of your buyer's journey, so you're optimizing for product intel, launches and then sales enablement/support. I think one other area to consider, which may be in your launch team's remit, is buyer en...more
How do you create and reenforce a culture for you product marketing team as you scale it? And what does yours look like?
We start by co-creating it! It's very much a collaborative exercise across the team to determine how we want to show up as a team! Some of it comes from listening to individuals, replaying back what you've heard and key themes, and then using that to facilitate good conversations around what's ne...more
Do you have any advice for those starting out in product marketing? Are there certain things you wish you knew before going into the field?
I'd say there are 3 things to keep in mind as a new PMM: 1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a spri...more
This one is so important! That's because it helps define your team's strategic impact on the organization. At a very high level, I think your team's goals should directly map into the company's organizational goals so that your team can convey how they're helping to grow the business. Once you've...more
Hubspot Product Marketing Leaders
Director of Product Marketing
VP of Product and Solutions Marketing
Head of Product Marketing
GM & VP, Products
Director of Product Management, Fintech