AMA: Brex Sr. Director of Product Marketing, Aliza Edelstein on Messaging

Oh, this is a fun question! The best successes, for me, have been when our metrics have improved as a direct result of the messaging (which you can determine through test...

At a high level, for product messaging, you should have these things: Elevator Pitch Unique Value Proposition Competitive Positioning Supporting Proof Points For person...

I think about PMM messaging and positioning more as the internal reference by everyone in the company to ensure a common understanding and language of who we build for, w...

I see three parts to driving alignment, both with execs and among all other stakeholders: First, bring them along for the journey. Messaging cannot be done in a silo, a...

I see three prongs to creating good messaging: understanding the customer, understanding the market, and understanding the product. I’d recommend the following to coach a...

I view the competition as a distraction. Depending on your company’s space, new competitors will pop up every day, or existing ones will launch something new that surpris...

There are many points in a company’s lifecycle when messaging and positioning should be reassessed—such as product launches, rebranding, or when you’re getting consistent...

The key to keeping messaging initiatives on track is to ensure internal stakeholders are bought in and represented throughout the process. In addition to making sure they...

I recommend creating an internal glossary for your company so everyone shares the same understanding. Here's how I think about it: Features - Specific functionality of ...

Ensure you have leadership buy-in Roadshow it across teams in the company, starting with those that will be using it on a regular basis Get your leadership team to ampli...