AMA: Archer Director of Product Marketing, Jane Reynolds on Messaging
April 17 @ 9:00AM PT
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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?
Upstart Product Marketing Director, New Products • 2y
If you can make it a one-pager, even better. Stick to the most compelling points and focus on quotes that are descriptive versus just complimentary. And ask your sales te...
1631 Views
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Upstart Product Marketing Director, New Products • 2y
When it truly unique, I prefer to go bold. Being able to say you're first is such an asset and is always my preference when it comes to product features because they have...
407 Views
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What is your messaging strategy for a new product that is early in its lifecycle, but is a differentiator for the company?
The promise of it is alluring but actual applications and the back end infrastructure is not ironed out yet.
Upstart Product Marketing Director, New Products • 2y
It's all about clarity. User education is key when it comes to something new where user adoption is vital. Keep it simple and clear.
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Upstart Product Marketing Director, New Products • 2y
Identify the key internal stakeholders from the start. Make sure everyone is aligned on that to avoid last-minute blockers. Context is also key. When I'm presenting to ex...
403 Views
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Upstart Product Marketing Director, New Products • 2y
Your product is not the exact replica of any other product—if it is, your problem starts there. Your product has it's own identity and that should come through in tone, o...
416 Views
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Upstart Product Marketing Director, New Products • 2y
I don't have a set formula for re-iterating; it's dependent on whether the messaging is around a new or older feature, who your consumer is, and many other factors. But c...
368 Views
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Upstart Product Marketing Director, New Products • 2y
Revisit, revisit, and revisit some more! Review it yourself multiple times. Share options with customers. Get opinions from potential customers. Get feedback internally. ...
364 Views
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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.
Upstart Product Marketing Director, New Products • 2y
Work closely with your product team to understand the messaging that performed bestDon't just look at immediate engagement on messaging; which messaging led to the most e...
358 Views
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Upstart Product Marketing Director, New Products • 2y
Disagree and commit. When we come to a crossroads, we often turn to AB testing as the deciding factor—or even launching a survey asking similar audiences what they find m...
383 Views
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What messaging framework do you use?
Would love frameworks to share.
Upstart Product Marketing Director, New Products • 2y
These are the steps I think through when crafting messaging:What is the story I'm trying to tell and to whom?Why is my brand telling this story, and why now?What's the us...
579 Views
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Upstart Product Marketing Director, New Products • 2y
Find trends in your top-performing messaging that you can reuse in a new way.Create a list of 2-3 components that your messaging always has.Customize for each demo, consi...
380 Views
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Upstart Product Marketing Director, New Products • 2y
The benefit of offering features your competitors already have is that consumers understand them—so don't overcomplicate messaging, or try to use unique branding for a pr...
386 Views
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Upstart Product Marketing Director, New Products • 2y
Extremely! As they say, everyone's a marketer ;) So being able to identify the impact of messaging is incredibly important in demonstrating why certain messaging decision...
369 Views
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Upstart Product Marketing Director, New Products • 2y
It's not cliche if it's true and you can prove it—if you're #1 in something, say it! But be specific: Are you #1 in App Store rankings? In consumers? Make that clear.For ...
457 Views
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Upstart Product Marketing Director, New Products • 2y
I approach them in much of the same way. Product marketing is about storytelling, and being the advocate for your consumer. For either audience, it's about keeping things...
457 Views
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Upstart Product Marketing Director, New Products • 2y
It doesn't just matter what you're saying but when. ABCD test your messaging content and when you are sharing that messaging with your users and review engagement metrics.
416 Views
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Upstart Product Marketing Director, New Products • 2y
With Archer, our USP is that all user profiles are selfie-verified and we say that explicitly and directly in our marketing. We tried some cheekier messaging like "Dating...
1010 Views
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Upstart Product Marketing Director, New Products • 2y
AB test the messaging, and remind leadership of the customization that can be done. Work with colleagues in product to align. Sometimes opinions aren't swayed, but if you...
496 Views
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Upstart Product Marketing Director, New Products • 2y
It's so important to listen to your consumers and collect both qualitative and quantitative data. When it comes to brand campaigns, we do extensive messaging testing with...
1021 Views
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