Product Marketing
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Qualia

Qualia

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 Qualia, and how do you measure it?
MessagingFollow Priyanka
How do you differentiate your own products from one another but still show that they complete each other/are complementary?
Head of Product & Partner Marketing at Qualia
This is a great question. I'd say this becomes even more complex / challenging if you have not only mulitple products, but also multiple audiences, which we do.  One way to think about this is in the context of your website, which is one of the key ways you display all of your products and offer...more
Product MarketingMessagingFollow Priyanka
What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?
Head of Product & Partner Marketing at Qualia
In my view, the whole point of messaging guides is that they are shared as widely and as openly in your organization as possible. We actually keep a "launch tracker" document (google sheets file) that has the latest on every launch we're planning. This document is publicly available and very wide...more
MessagingFollow Priyanka
How do you drive alignment across the exec team on messaging
Head of Product & Partner Marketing at Qualia
At the end of the day, Product Marketing owns messaging, and there should be general alignment around that. I think that's a really important place to start because literally everyone has an opinion or point of view on messaging, but someone ultimately gets to 'own' it. If in your organization, t...more
MessagingFollow Priyanka
We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?
Head of Product & Partner Marketing at Qualia
I really like this question because it's not every day that you're launching a new product. Oftentimes you're making incremental improvements to a product (for example, with several features that add up to something pretty significant). Regardless, you should be frequently revisiting the products...more
Video: The Essential Go-To-Market Tips and Strategies with Priyanka Srinivasan, Marketing Director, Qualia
April 5, 2021
Priyanka Srinivasan
Head of Product & Partner Marketing at Qualia
December 11, 2020
Market ResearchProduct MarketingFollow Matt
How do you figure out how to segment your market? Do you look at data, research or something else to drive your decision?
VP of Marketing at Qualia
This is largely industry specific. Definitely research your market and listen to the data. An extremely important data point that should come your way is from your sales motions and how your plays work with each audience. It's important though to resist the tempation to over segment - that's a ra...more
Product MarketingFollow Matt
How does your team establish and standardize researching audience/segment needs? How do you then leverage your findings systematically to influence the product roadmap?
VP of Marketing at Qualia
There are a variety of low touch and high touch research methods we've used over time. Most recently what's been on my mind has been the value of Closed Won/Lost interviews for earlier stage products.  As companies scale they're likely to have existing products that have been in the market for...more
MessagingProduct MarketingFollow Matt
How do you create brand messaging that appeals to three highly distinct segments?
VP of Marketing at Qualia
When constructing your brand and messaging hierarchy it's valuable to have a 50 thousand foot view of the position for what your company represents, that helps anchor all of your audiences to what you do and what you represent. It also helps align the unique value prop for each audience to a cent...more
Product MarketingFollow Matt
What is vertical product marketing?
VP of Marketing at Qualia
Simply put, it's marketing to a niche audience centered around a specific set of needs. Examples include developing a deep focus in industries such as Real Estate, Education, Healthcare, or others. By comparison, a horizontally focused product marketing strategy aims to find how a given product c...more