Greg Gsell

AMA: Attentive VP, Product Marketing, Greg Gsell on Messaging

April 16 @ 11:00AM PST
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Attentive VP, Product Marketing, Greg Gsell on Messaging
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Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
The key to build messaging that scales is to spend extra time on the core messaging hierarchy at the beginning. Spend the extra time debating and socializing key concepts like: * Who is it for * What situation are they in? * Pain Points * Top level message * Supporting Messaging points...Read More
636 Views
2 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
It is a balance. At the core, you need to be bold and describe something new. You are doing something differently than the "old way" and you need to be assertive on why your way is best. You can allude to product they are familiar with as the "old way" to anchor the story. For example: Here i...Read More
480 Views
2 requests
What is your strategy for messaging a product that is very 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.
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
An old boss used to say "don't let the product get in the way of a good story". In order to stay head of your competitors, you will likely need to future sell. It is important to be aligned with the product team on WHY they are building the product, jobs to be done, etc and articulate that north ...Read More
490 Views
3 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
Testing it with peers, sales and customers. When you are spending a lot of time working on a message, you will end up being too close to it and you wont be able to see alternative point of views. You can do it two ways: 1. Give the pitch with no context and ask what the value props are afterwar...Read More
482 Views
3 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
This is always hard and only gets harder as you move up in an organization. Ultimately, you need to figure out who is the main decision maker (is it the CEO, head of product, etc) and treat all other opinions as feedback that you may or may not incorporate. Listening to all stakeholders is key. ...Read More
472 Views
2 requests
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can also use tools like Gong for this. We are setting up a Revenue Advisory Board who will help give feedback while we are developing...Read More
537 Views
1 request
Greg Gsell
Greg Gsell
Attentive VP, Product MarketingApril 17
Overall, you should at least look at it annually. Based on the progress we have made, the market shifts, etc, is this still the best way to articulate the value? Is it still working with field? Sometimes you need to adjust messaging to get sellers excited to go pitch it again. You also need to...Read More
558 Views
1 request