Landed

Landed Overview
Website: landed.com
Employees: 45
Headquarters: San Francisco, CA
Founded: 2015
About
We help K-12, college, and university employees buy homes in expensive areas like San Francisco, Seattle, Portland, Denver, Los Angeles, San Diego, and Hawaiʻi.
Insights from the Landed Product Marketing Team
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 15
Be clear on your target and start there. If you’re a marketplace, force primary and secondary segments. And if you’ve got multiple business lines and segments with unique pain points, align on a clear hierarchy and where in your funnel you can speak to different audiences. I’d say the fewer segments the better. It leads to less confusion internally and externally. As you do research on your segmentation, in addition to unique needs and pain points, look for commonalities. That will help ensure that you have overarching messaging that resonates with most and then you can tailor that core me...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 15
I’d focus mainly on all the things you can do to stand out: 1. Make your visual layout, pricing and customer experience unique to further differentiate your offering from competitors. The messaging is the wrapper for all of this but these pieces can really help you speak to your unique value prop. 2. Talk to your customers that have used your competitors and find out where you are truly differentiated and then hammer that home in the messaging. 3. Give customers a reason to try you versus the competition. Free trials, better customer service, whatever it takes to sta...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 8
Great question and not an easy one. There’s a difference between saying, “let’s shift messaging to go upmarket but retain and continue to build for our core SMB base” versus “let’s shift messaging and resources to go all in on upmarket, even if that means neglecting SMB.” If it’s the former, it’s much easier to do because you can shift all your prospect messaging upmarket but continue to engage and speak to your SMB base as you have been. And you’ll still have a product ladder or offerings that meet the needs of your SMB and so you can effectively segment and tailor messaging. For example,...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 8
Similar to the question above on uncovering buyer trends, I’d suggest starting broad and then going narrow to develop market driven messaging. Start with a few key insights about your target market and their pain points. I leverage personas for this. If you don’t have them, the work should start there to really understand your customer’s needs and concerns. From there, I would build some options and do high-level testing with focus groups or customer panels. I’ve also done this via quantitative surveys where you ask prospects to react and rate how they resonate to different messages. You c...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 8
I’m a big believer in experimentation before your messaging hits customers. Typically in the product development and go-to-market planning cycles you have at least two, if not more, opportunities to test different messaging. The first is to sneak it into usability research. If a UI designer is going to run a study on how customers comprehend a product flow, the messaging naturally comes up. When possible, attend the first interview or get detailed notes to see how the customer or prospect is talking about the flow and the words they use to describe it. If the first interviewee doesn’t hit t...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 7
For broader buyer trends, I’ve found focus groups with prospects to be effective. It’s a way to get in the heads of prospective buyers and see what’s on their mind. You can get their reaction to several high-level messaging angles and through moderated conversation, you can uncover larger trends versus just buzz. Once you have the key message in place, I’d suggest qualitative research with buyers. I organize these as 1:1 interviews where you share a screen and ask a buyer (prospect or current) to react to written comms. The best way to get a good read is to write comms you’d actually use, ...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 7
Agreed that often in the race to get a product to market, teams will put their best messaging idea forth, run it out for a quick test and then launch. I think there are a few ways to check that you’re on the right path or if pausing is required. 1. Internal comprehension - at least in the case of Upwork we’re lucky that we collaborate with many freelancers internally. So when they see the messaging and find it confusing or have a lot of questions about a launch that are clearly not obvious through the product or available messaging, that’s a good time to pause. So use your...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 7
This continues to be an evolving process but we leverage a few things: 1. Lead time - sharing the info early so the sales team can disseminate it via the right channels with enough notice (for example, some teams meet just once a week so if you miss that cycle, they may not see it until after launch) 2. Central POC - we have at least one person on sales who has the responsibility of reviewing key messaging and ensuring that updates relevant to sales are flagged via an internal dashboard 3. Visibility - important messaging is delivered and reinforced when possible ...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedMay 7
At Upwork we use a feature messaging brief (or initiative messaging for big projects) to communicate everything from the big picture to the fine details to internal stakeholders. The brief typically contains these sections: Feature description (usually includes screenshots), Target audience, Release and go-to-market plan, Key messaging (2-3 sentence blurb for customers that clearly explains the benefit and if any action is required), Ongoing marketing efforts beyond the GTM, and FAQs. Through some missteps, about a year ago we also started labeling sections with “Internal” and “External” s...
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing, LandedOctober 4
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headline and a visual element and show it to customers upon login. Customers will be "forced" to engage with the modal and any subsequent pages before taking an action or closing out. Modals provide a reasonably large piece of real estate so you can include a compelling graphic or screenshot and plenty o...
Landed Product Marketing Leaders
Anjali T. Cameron
Anjali T. Cameron
Head of Marketing