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Insights from the Snowflake undefined Team
Alex Gutow
Snowflake Senior Director of Product Marketing
Senior Director of Product Marketing, Alexandra Gutow on Messaging
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Questions covered in this episode: 1:023 Opening Question: Can you take us back to a moment in your career or your life where you had to step outside of your comfort zone? 4:45 What is your role like at Snowflake? 8:09 Could share some examples of messaging frameworks that you think are be......more
I think it should be a committee of people, including product, marketing, sales, customer success, professional services, and other teams if applicable. They can own different aspects of the journey from pipeline generation, to win rates and revenue targets, to product usage and customer satisfac......Read More
970 Views
The foundation to success is to thoroughly enable the influencer and key partners. This includes a much wider variety of topics than the product features themselves, it can be technical resources to get influencers started, building relationships between you and the partner beyond just the C leve......Read More
984 Views
Yes. Continuous monitoring of content and event performance provides key metrics that tell us what resonates with which audience, and just as important, what doesn’t perform well. It’s important to not ONLY monitor the new materials you put out there but look at things holistically. If some class......Read More
965 Views
There are two major ones I’ve used over the years. The first is pipeline generation--how much pipeline is generated by the campaigns or sales plays that are tied to the launch The second is use case adoption. There are different tools and ways to measure it but ultimately it’s usually a CRM r......Read More
990 Views
Step one is to develop a clear view of what the different stages are. That process alone requires a lot of research, analyzing data (if there’s any), and internal agreement on a framework that sales can grasp and apply in their pitch. I would say that’s actually the most challenging part to get i......Read More
969 Views
First, be prepared to sound like a broken record and repeat your messaging multiple times across different occasions, channels, and stakeholders. Second, share wins internally. Ask reps to share how they successfully sold to their customers. This is usually best arranged by a sales leader and a......Read More
1012 Views
First is to recognize that launch is just the beginning and the work never stops. It’s important to get all the stakeholders aligned on this mentality across the organization, so it’s not a done-and-forget thing. Second, you need to communicate to the market that your work and commitment have......Read More
1022 Views
Alex Gutow
Snowflake Senior Director of Product Marketing • December 22
Having a portfolio at the ready is always helpful (and can be a nice thing to reflect back on for you). For product marketing, this can consist of things like blogs or web pages you've written, webinars or conference sessions that you've presented, etc. I recommend always keeping a running Google......Read More
1406 Views
Alex Gutow
Snowflake Senior Director of Product Marketing • December 22
In general, I'm a big believer in product marketers having multiple "tools in their toolkit" to use depending on the project at hand. This means being able to pull different frameworks or skills from multiple places. So as much as possible, try out a course here and there instead of going all in ......Read More
1243 Views