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AMA: Adobe Head of Product Marketing (APAC), Jeremy Wood on Messaging

April 18 @ 10:00AM PST

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Adobe Head of Product Marketing (APAC), Jeremy Wood on Messaging

Top Questions

What is your strategy to crafting messaging around features that your competitors already have?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

Nothing revolutionary. Focus on your competitive differentiators so that customers fully understand why 'you and not them' This seems like it's basic advice but it's very easy to lose sight of what sets you apart. What is your USP? If a large portion of the functionality is 'table stakes' then ow......Read More

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How often do you re-iterate on messaging and why do you do it at this interval?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

I think this question depends on a lot of factors mostly which revolve around the release rate of updates to your products and services. There's a careful balance of ensuring your message is in market long enough to gain traction and to get positive recall while still being fresh/updated. If you ......Read More

1279 Views

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How important is to identify the impact of your messaging?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

Incredibly important! Thats not to say it has to be quantitatively measurable..but the business needs to know if there is positive business returns on messaging work. There is a huge sliding scale as to what that can look like and thats where the difficulty often lies. From qualitative brand repo......Read More

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When you're messaging for a product that doesn't fit into a category, is it better to utilize messaging that alludes to products they're familiar with to make it easier to digest or to be bold and describe it as something new?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

What a great question! I've been a part of some of these 'category creator' products/services and your question is at the forefront of any work thats gone into shipping those products! I'm not sure there's a 100% right/wrong answer to this but in my experience it's really come down to how much br......Read More

1329 Views

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We often hear that messaging should be differentiating. How can that be achieved?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

Easier said then done but do a 'pinch test' when reviewing your messaging. Ask yourself if you removed your companies brand/name from the message could any other brand/name be swapped in and the message still hold true? If so, it's not very differentiated is it? However, if its unique enough then......Read More

1290 Views

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How do you go beyond basic messaging to create messaging that converts and wins?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

It all leads back to business goals but also the where/why of your messaging. What I mean by that is messaging plays a key role in a multitude of assets, resources, and content. It would be unfair to ask your sales enablement messaging to 'convert' whereas you absolutely would have that expectati......Read More

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How do you approach messaging for a technical audience vs for a non-technical audience?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

This is a very common circumstance and can be conflated when a companies products bridge both audiences. Think of a consumer product that also has developer tool versions of their software. API's, open source etc. On one hand one core audience group simply wants to know 'will this product do what......Read More

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How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?

Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

I think the general rule of thumb about any content creation still applies here. Use a structure/framework that lets you layout all the key details in a logical order. In terms of 'key details' think about the end user and the use of the asset. Who is using this asset and for what purpose? What '......Read More

1272 Views

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What are you best practices for creating differentiated messaging while still keeping it simple/not too full of jargon so it best resonates with customers?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

Always put your customer hat on! Put yourself in your customer/consumers position and use that lens to pressure test the 'realness' of the messaging. Does it make sense? Is it clear? Is the value proposition clear/unique/and resonates? It's amazing how often you can get caught in your own bubble ......Read More

1297 Views

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How have you dealt with leadership that doesn't buy into the messaging despite the market data?

Jeremy Wood

Adobe Head of Product Marketing (APAC) • April 18

All too often! haha Most of the time I find it best to combine quantitative data (i.e market data) with a healthy dose of qualitative data to ensure you have balance. Gut instinct and anecdotal feedback can still be valuable when it comes to inputs. Ultimately you want to test test test! It's har......Read More

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