AMA: Asana Head of Solutions Marketing, Eric Bensley on Competitive Messaging
September 13 @ 10:00AM PT
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ServiceNow VP, Product Marketing - CRM • 2y
Generally, this comes down to your company priorities. It is hard to do both well so here are a few questions you can ask to determine which approach is correct:What perc...
2546 Views
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ServiceNow VP, Product Marketing - CRM • 2y
The simplest here is if you're moving awareness, pipeline, close rates, revenue, etc. But I know that's not always immediately available. So I have a simpler answer. PITC...
1249 Views
3 requests
ServiceNow VP, Product Marketing - CRM • 2y
This is a fun one that I've spent many hours chatting about with folks. Positioning is more of a high level concept about where you fit into your target audiences head in...
4321 Views
2 requests
ServiceNow VP, Product Marketing - CRM • 2y
I think it's very helpful. For those reading this that haven't read Clayton Christensen's work, here's a good summary of the concept of "jobs to be done".When we create m...
1675 Views
2 requests
ServiceNow VP, Product Marketing - CRM • 2y
I'll give you a couple wins but want to focus more on why I see them as wins vs. the actual messaging. Here are two wins:-We created a messaging framework for SMBs to ado...
1126 Views
2 requests
When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
ServiceNow VP, Product Marketing - CRM • 2y
It should change when you position is significantly impacted by:-the market changes (ie new tech emerges - social, mobile, AI, etc)-your competition changes (ie your key ...
1280 Views
1 request
ServiceNow VP, Product Marketing - CRM • 2y
With any emerging technology, I've found the best approach is to compare to the previous way of doing things. People digest a new way of doing something by comparing it t...
1213 Views
1 request
ServiceNow VP, Product Marketing - CRM • 2y
The magic formula usually includes these 3 in my experience:-Product - they'll pull you to vision and differentiation-Sales - they'll pull you into the here and now of cl...
1057 Views
1 request
ServiceNow VP, Product Marketing - CRM • 2y
Call me old school but I think positioning statements do this VERY well. Here's an exercise I've used and seen success with in building alignment on the "Why" of a compan...
2850 Views
3 requests
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?
ServiceNow VP, Product Marketing - CRM • 2y
I'd ask: What is you most significant marketing effort where you have to align on messaging and positioning? Is it your website? Is it sales kickoff? Is it a brand campai...
1067 Views
1 request
ServiceNow VP, Product Marketing - CRM • 2y
There's no perfect way to do this. People hate when I say this but when it comes to messaging, I'm much more into qualitative feedback vs. quantitative. If you similarly ...
4391 Views
5 requests
ServiceNow VP, Product Marketing - CRM • 2y
There's no replacement for talking to humans. And the less technical the better. We can all sit in a room with people "in the know" and nod our heads as we look at messag...
1105 Views
2 requests
ServiceNow VP, Product Marketing - CRM • 2y
You HAVE to answer "why now" with every piece of messaging you create. This is a question I ask to draw this out with my team: why didn't our prospects need this last yea...
1044 Views
2 requests
ServiceNow VP, Product Marketing - CRM • 2y
As a general best practice, I think messaging should live 6-12 months with minor updates and no major overhauls. The 6 month window is for macro changes that no one expec...
1055 Views
1 request