Tailscale

Tailscale Overview
Website: tailscale.com
Employees: 20
Headquarters: ON
Founded: 2019
About
Tailscale is a zero config VPN for building secure networks. Install on any device in minutes. Remote access from any network or physical location.
Insights from the Tailscale Product Marketing Team
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 18
This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Dave Gerhardt CBO at Drift has a ton of content around this, one thing he says that I wholeheartedly agree with is "What people say about your brand matters a lot more than what you say about yourself. Make sure they have something good to say." Meaning it's smart to invest in your community early and often and to listen to the people who are early adopters of your product to understand their experience.  This is why it's al...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 18
A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? Are you appealing to the right audience? This is a good framework for laying out this information and keeping it top of mind as you formulate your messaging. I'll make another pitch for creating an overall messaging house for your brand/product to be able to come back to over time and use as a launch...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 17
I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging across an organization. Internally for us, this looks like Confluence documentation https://www.atlassian.com/software/confluence/templates/message-house that is updated regularly. It's a one-stop-shop though for the marketing team to be able to send to any team internally to reference how we message and market our product and features. When you are small and scrappy it's possible for one person or a few people to do this with...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 17
I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to be painted a picture of how you are going to help them solve their problems. A checklist alone doesn't make someone more productive, but a checklist that enables them to get their ideas out of their brains and ready to be collaborated on across their team tells a very different story. As a PMM it's our job to help bridge the gap between someone identifying the problem they may not even yet be aware that they have into the soluti...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 17
Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place as a mission-critical tool for businesses. We had made our name in the space of being a loveable freemium product that many users got a ton of value out of without paying and it was our job to reposition and repackage our offerings to add enough value to our paid tiers to make them really desirable. We spent a lot of time with internal stakeholders and doing external research to learn as much as we could before we made any ...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 17
One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale with things like usertesting.com but you can also hack it together on different platforms like LinkedIn and Twitter. Sometimes I will even reach out to a friend or family member and ask them to review a piece of content if I'm feeling like it's getting a little too "inside baseball".  In terms of staying in the loop on what my audience likes and doesn't like - this comes back to knowing your user segments inside and out and c...
Jessica Webb Kennedy
Head Of Marketing, TailscaleNovember 17
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific and make an impact with the audience you care about. This can also happen a lot when you write by committee - a surefire way to end up with sentences with many good words but don't mean much together. This is why I think it's really important to have a good chain of command for content creation > edi...
Jessica Webb Kennedy
Head Of Marketing, TailscaleJune 16
I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even more effective when given the space to own their domain expertise. That being said I think when PMM and Brand get too far from each other the end results suffer. I often think of PMM & Brand like a zipper in that they are stronger together and work in tandem. It's essential that brand messaging aligns with the product experience and that launches are appropriately timed and presented in the market. For all of these reasons...
Jessica Webb Kennedy
Head Of Marketing, TailscaleJune 16
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist. I think this is the right order of things that should happen first but if you come into an organization and feel that some of these things are already in a good place you can skip to the next step. That being said, when you are new to a company you have a fresh and unbiased perspective that only lasts for a few months - use those fresh eyes to your...
Jessica Webb Kennedy
Head Of Marketing, TailscaleJune 16
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant! The ones that come to mind for me are being great at prioritization, project management, data gathering/fact-finding, working cross-functionality, strong writing skills, and a willingness to get the job done and get your hands dirty - PMMs are often tasked with taking projects to the finish line and it behooves skilled PMMs to be resilient and malleable about their day-to-day work.
Tailscale Product Marketing Leaders
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing