AMA: AlertMedia Vice President Product Marketing, Harsha Kalapala on Messaging
March 22 @ 10:00AM PT
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How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Every company needs the following building blocks of marketing: Upper funnel - Content engine (Attract eyeballs), Brand (Build a reputation) Mid funnel - Demand gen engi...
659 Views
3 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Most early to growth-stage tech companies have 1-2 products. For those companies, product marketing and brand have a significant overlap. Their product identity makes up ...
735 Views
5 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Don’t overcomplicate it. Just find the fastest way to talk to customers. You could set up a formal feedback session with surveys, incentives, and all the jazz - which sti...
1361 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Trying to get buy-in over a theoretical outcome is always an uphill battle. I would focus on making meaningful progress by yourself on category design. Ask for forgivenes...
453 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
You begin with the customer - either buyer, user, or both, depending on the objective of your messaging. We should definitely consult with internal experts in product, sa...
682 Views
2 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Short answer - yes. It depends on what you mean by “writing”. The skillset of a best-selling novel writer vs. an effective product marketer is different. Written copy is ...
361 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Some of the best performing product launch emails I have seen have the following elements: Cuts to the chase - Skip the prologue and get to the point within the first co...
510 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Winning your category and taking control of it can be a super powerful strategy. However, I think too many go straight to creating a new category. We should first strongl...
549 Views
1 request
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Getting messaging right is hard. We tend to get biased on our own messaging and copy after staring at versions of it for hours and days. It is important to get objective ...
420 Views
2 requests
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Getting all teams to hum along is the hardest part. A successful product launch is not just a product marketer’s job. It’s a team activity. Product marketing plays the qu...
572 Views
1 request
Who owns messaging and positioning in a product marketing org?
Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
I would first define ownership of each product marketer - whether that is by product, solution, vertical, etc. depending on your business and market. I would then work o...
395 Views
1 request