SnorkelAI

SnorkelAI Overview
Website: snorkel.ai
Headquarters: CA
About
Programmatically build and manage training data
Insights from the SnorkelAI Product Marketing Team
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
I generally anchor to the time-horizon and the purpose. Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long timeframe, think 3+ years. Positioning answers the value you deliver to your ideal customer, through what differentiated capabilities, and in contrast to what competitors within a particular category. Messaging operates on a nearer term horizon, and is how you convey your value (whether as a holistic...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
Cross-posting and building on a similar answer! Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long timeframe, think 3+ years. Positioning answers the value you deliver to your ideal customer, through what differentiated capabilities, and in contrast to what competitors within a particular category. Messaging operates on a nearer term horizon, and is how you convey your value (whether as a holistic brand o...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
For rapid message testing, I'll rely on channel metrics that we've set baselines for in the past. Ideally you're able to identify message tests as experiments with explicit goals, for example, to increase demo request conversion. Cross-posting an answer to your related question: To measure market messaging, I focus on resonance, clarity, and differentiation. Whenever possible, I use a mix of qual and quant strategies to get data, but in my experience, even a handful of qualitative interviews with target personas provides a treasure trove of insight. What matters most is getting outsid...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
First I'll say that once you've achieved product-market fit, the core positioning and messaging shouldn't be wildly dynamic. Creating meaning in the market demands repetition and credibility over time.  To know whether a product or new capability warrants a change the messaging, I'd consider whether it's a fundamentally new value, or whether it adds to existing value. For example feature X might be really powerful for benefit Y, but if benefit Y has been a long-standing pillar of your messaging, you simply treat it as a new proof point vs. changing the messaging.  In terms of tactical...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
As a product marketer, our most important role is setting the core messaging strategy and positioning. This means having a clear and intentional view of who you're targeting, what you need to convey, and how they should feel / what they should do after encountering your message. From a cross-channel or integrated marketing standpoint, the "roots" of the tree are here, and are critical to achieve the consistency required for messaging to make an impact. As content branches out across channels, the form will shift, but the core strategy is linked to the roots.  At Snorkel AI, we craft a lo...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
Curious to see if others have had great experiences they'd like to share in the comments, as I haven't explored many bespoke message testing SaaS offerings!  I've largely relied on simple survey tools like SurveyMonkey and solutions like Intercom or HotJar to gather data. I am really curious about more tailored solutions, largely for the efficiency they offer by being focused messaging tests. Having a single solution that measures how prospects enage with content and has proven strategies for when and how to surface prompts would be valuable. 
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
I've used a few different panel providers for large-scale segmentation studies, messaging feedback, and more. I won't call them out by name here, but I'll suggest things to look for as you evaluate options:  1. How well can they recruit against your unique market, and how will they make sure to meet their targets? What will it cost to meet your goals?  2. When responses come back, how do they filter out bad responses, and what visilibity will you have to the data coming in (before you're out of field).  3. What support do they offer for survey design to make sure you get the...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
I'll answer how I get to creative value props for developer-focused products, I hope that helps! 1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this detail and use it to inspire the core message. 2. Take inventory of the messaging in your space. Understand what it's like to be your target persona in a sea of messaging that they encounter each day. If your core value prop blends in with the background, keep re-working. 3. Ask yoursel...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
I'll answer how I get to creative value props for developer-focused products, I hope that helps! 1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this detail and use it to inspire the core message. 2. Take inventory of the messaging in your space. Understand what it's like to be your target persona in a sea of messaging that they encounter each day. If your core value prop blends in with the background, keep re-working. 3. Ask yoursel...
Molly Friederich
Molly Friederich
Director of Product Marketing, SnorkelAISeptember 14
To measure market messaging, I focus on resonance, clarity, and differentiation. Whenever possible, I use a mix of qual and quant strategies to get data, but in my experience, even a handful of qualitative interviews with target personas provides a treasure trove of insight. What matters most is getting outside the metaphorical building to really pressure test what can often be strongly-held internal opinions.  Measuring sales messaging is also best done as a mix of qual and quant. I'm fortunate to work with a team of thoughtful, strategic sellers who are generous in bringing back feedba...
SnorkelAI Product Marketing Leaders
Devang Sachdev
Devang Sachdev
Vice President of Marketing
Molly Friederich
Molly Friederich
Director of Product Marketing