AMA: Clari VP, Solutions Marketing, April Rassa on Storytelling
October 24 @ 12:00PM PT
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👋 April Rassa
👋 Hi all, my name is April Rassa, I'm based in the Bay Area (northern California)
💼 I lead Solutions Marketing at Clari and advise companies on GTM strategies
👀 Key topics top of mind is how best to using AI in our field (best practices), pricing and packaging shifts, and how best to influence the product roadmap.
🤝 Topics that you can help others with: I'm pretty open to any topic topi of mind. Hit me up, if I don't know how to help, I'll let you know! :)
🍦 Favorite ice cream flavor: Pistachio
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
The key is developing a shared narrative that everyone can champion. Start by facilitating workshops with cross-functional teams—Sales, Product, Engineering, and Customer...
513 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
When your differentiator is deeply technical, such as a proprietary algorithm developed over a decade, it’s important to focus on the “so what” factor. Instead of going t...
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
To make your brand the protagonist of your story, start by positioning it as an enabler of your customer’s success. Frame the narrative around the challenges your custome...
571 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
In less than 15 seconds, your messaging needs to be laser-focused on the value you deliver. To differentiate in that short window, focus on one powerful, customer-centric...
504 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
The effectiveness of storytelling can be measured through both quantitative and qualitative metrics. Look at engagement rates, message recall in customer surveys, and con...
477 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
I often use frameworks like the “Hero’s Journey,” where the customer is the hero, and the product is the guide helping them achieve their goal. Another approach is Jobs-t...
529 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Sure. The final outputs of storytelling efforts typically distill down into a core set of value propositions that are clear, concise, and targeted. These value props serv...
542 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
One example of failure in shaping a new narrative was when we leaned too heavily into technical superiority and didn’t connect enough with the customer's pain points. As ...
533 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
To stand out, focus on building emotional connections and offering a distinct customer experience. Instead of just talking about features, speak to the transformation you...
482 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Top of funnel content is your awareness stage. You'e building awareness and sparking general interest by educating your target personas on the problem and proposed ways t...
557 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
I have two to share --- Failure Story: Overly Technical Messaging Context:We were launching a highly technical, proprietary solution focused on automating complex workflo...
498 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Well, there are engagement metrics worth looking into such as:Content Consumption: Track metrics such as page views, time on page, and bounce rates for your storytelling ...
477 Views
1 request
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Bring in cross-functional teams early in the process—Sales, Marketing, Product, Customer Success, and Executive Leadership—so they have a say in shaping the story. Engagi...
711 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1y
Yes, its so key to be able to do this! A few ways you can do this: Use data to frame the problem: Start with data that highlights the pain points your audience is facing...
493 Views
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