AMA: Cisco fmr Product Marketing Leader, Elizabeth Grossenbacher on Messaging Strategy
February 10 @ 10:00AM PT
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👋 Elizabeth Grossenbacher
👋 Hi everyone! I'm Elizabeth ("Elle") Grossenbacher, located near San Francisco!
💼 I'm just about to expand my role at Cisco where I'll lead Product Marketing for the Secure Routing portfolio.
👀 Top of mind for me right now: Positioning! "Reinventing" or "Reintroducing" your portfolio.
🤝 I can help others on all things competitive/market intelligence, customer insights, AR for PMM work, PMM Carer coaching, and messaging/storytelling.
🍦 Favorite ice cream flavor: Baskin Robins Love Potion! They only have it in February, it's amazing.
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
When strategy discussions attract too many opinions, progress slows because messaging becomes a debate over preference rather than a decision about outcomes. The most rel...
431 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...
974 Views
1 request
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Clear positioning across stakeholders depends on separating ownership while preserving alignment. Leadership should define the overarching narrative. That's the company’s...
412 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Start with redefining how buyers understand their problem! The most effective approach is to shift the conversation away from existing comparisons and toward a new mental...
387 Views
1 request
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Competitive intelligence is most useful to messaging when it reveals how buyers are thinking. Don't just list out feature gaps! Product marketers must analyze where prosp...
393 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Messaging becomes diluted when it turns into a negotiation over wording instead of a decision grounded in evidence. The most reliable way to prevent this is to anchor dis...
398 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
I've used the following framework over and over again for situations like this. You need to understand your differentiator and the value of that differentiator. Follow th...
444 Views
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Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Customer feedback shapes messaging most powerfully when it is treated as ongoing input. Effective product marketers build continuous feedback loops, prioritize observed b...
385 Views
1 request