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Shopify Inc. is a Canadian multinational e-commerce company headquartered in Ottawa, Ontario.
Insights from the Shopify undefined Team
Shopify Head of Retail Product Marketing - Acquisition, Courtney Craig on Product Launches
May 21 @ 9:00AM PST
Shopify Director of Product Marketing, Marisa Currie-Rose on Growth Product Marketing
May 29 @ 10:00AM PST
Shopify Director, Product Marketing, Bruce Lin on Establishing Product Marketing
June 27 @ 10:00AM PST
Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Launches
July 25 @ 10:00AM PST
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
The best approach for messaging a technical audience is to lead with clear and concise language. Avoid any language that is vague or ambiguous. Technical audiences can spot marketing lingo from a mile away and you will lose trust with this audience very quickly if you try speaking to them the sam......Read More
460 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
Trying to position your product as competitive when in reality it’s on par with the market can be so tough. This is especially true if you’re crafting messaging for a new product that hasn’t reached its full potential yet or if your product inherently has table stake features without a true compe......Read More
473 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
It is the perfect time to iterate and optimize your messaging after you receive strong performance metrics and client feedback. This information will either validate your competitive advantage or highlight a new value prop that your clients clearly resonate with. Once you feel like your value pro......Read More
454 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
I love this question because I love using customer quotes and data proof points to craft impactful messaging. You are already in a great position to create a strong sales enablement asset. If it’s only 2 pages - you need to keep things short and succinct. This isn’t the place to write a full case......Read More
435 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
My favorite product marketing mentor always gave me the best advice to ensure my messaging was differentiated. What is the one thing you can say that your competitor cannot say about this product or feature. If another company's name can easily be swapped out with your own, then your messaging is......Read More
484 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
The best way to resolve conflicting opinions from key stakeholders on messaging is to test and validate your messaging with your target audience. If you have data, even qualitative data, you are much more likely to get key stakeholders aligned on messaging that is actually driving impact. With th......Read More
457 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
I get it - it is so hard to avoid using cliche terms. These words are front and center in our marketing vocabulary but we all know that they are watered down and abused by the market. * Is the cliche actually true? If your product really is the industry leader or the best in the world and yo......Read More
420 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
There are several ways to get quantitative data on your messaging using online testing tools and A/B tests. However, you need time and volume to get an accurate read and marketers rarely have either. I recommend you get scrappy and find ways to get an initial pulse on some messaging - it doesn’t ......Read More
475 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
Yes! There is a template attached to the AMA that I use with my team at Shopify. You can also create your own with these guidelines in mind. * Separate your audiences * Write a really strong main value proposition for each audience. This is the main message you want to get across. Make sur......Read More
476 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
My team manages the sign off process by putting key reviewers and stakeholders names at the top of the brief to check off after they have reviewed the content. Make sure your key stakeholders are already aligned with your high level messaging framework and then other projects should flow nicely t......Read More
468 Views