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Katharine Gregorio

AMA: Adobe Sr Director of Product Marketing, Creative Cloud, Katharine Gregorio on Messaging

April 18 @ 9:00AM PST
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Adobe Sr Director of Product Marketing, Creative Cloud, Katharine Gregorio on Messaging
Top Questions
What are the best practices that you have employed to create a closed-loop product messaging?
Messaging that is not just in one silo of the org. but goes through demand gen. campaigns and ISR/SDR pitches. Gather feedback from MQL, SQL's and pipeline generated from that messaging and finally use those insights to appropriately tweak the messaging.
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
The answer here is going to have to be it depends for your unique situation and company what will work best. Here are a couple of things that I have set up at various companies I have worked at that have helped ensure consistency, alignment and ROI on messaging in market: 1. PMM gives exam......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
This is a really interesting question and one that I anticipate will change quickly as AI tools evolve in their capabilities and become more mainstream. I have not used any LLMs specifically to create messaging from scratch, but I have used LLMs to help me explore different tones of a certain ......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
This is a really interesting question. The way to think about this is somewhat as part of building blocks. The company's positioning is at the foundation. The value positioning is often core to this. Then often different features are proof points of this value positioning for the product or......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
The tried and true umbrella message with 3 pillars and proof points (sometimes 4 but only occasionally!) is what I use to drive buy in with executives. When I do this I also use it to drive messaging hierarchy. However when I need to work with partner teams to bring this messaging to life I tu......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
Just because an audience is technical doesn't mean the messaging needs to be boring. The core way to approach messaging is to understand as much as you can about your target - where they spend their time, what resonates with them, etc. Once you have these insights and also have the position......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
This is one of the most important (and most common) questions so thanks for asking it! At the simplest - positioning is an articulation of what your company or product offers a target audience that differentiates it in the market it plays and is internal language while messaging brings this po......Read More
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Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
Perhaps implicit in this question is one of my philosophies that a PMM should be customer obsessed and competitor aware. What I mean by this is that we as PMM should really understand our target user and deliver on what they want. We obviously do this in a competitive landscape but if you take yo......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?
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudApril 18
Let's zoom out a little first. I'd encourage you to first answer two questions before writing anything, especially sales enablement: 1. Who is it for? 2. What is the goal of the asset you are creating? Once you answer these two questions then you want to write to support the action yo......Read More
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