AMA: ClickUp Vice President Product Marketing, Mike Berger on Messaging
December 20 @ 9:00AM PST
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ClickUp Vice President Product Marketing, Mike Berger on Messaging
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 21
The short answer here is that surveys are probably the most efficient way to validate messaging with customers. It's quick and inexpensive, and can get you a quick read on how well your messaging resonates. I've even run simple polls on LinkedIn to validate messaging, and it was very fast and eff......Read More
393 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
Experimentation is a key driver of messaging improvement. It's relatively inexpensive to test messaging through ads, which can get you a quick read on which messages resonate most strongly with the audiences you're targeting. This is a fairly scientific method, but you can also experiment with me......Read More
535 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
Someone once said that the best messaging joins the conversations already happening in your prospects' heads. Or something to that effect. With that in mind, I always start formulating messaging by talking to prospects and customers. Then I validate it with internal teams, including sales, custom......Read More
799 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 21
You can create a category either way, but either way it isn't easy! Gainsight is a great example of a company that created a category by building a platform for, and championing, a new role that had emerged - the Customer Success leader. This was fueled by a shift to subscription-based billing......Read More
595 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
My current favorite shoes are the UltraRange EXO from Vans. https://www.vans.com/en-us/shoes-c00081/suede-ultrarange-exo-se-shoe-pvn0a4uwmlkv Because they are: 1. Comfortable 2. Cool yet subtle design that isn't over the top like many other sneakers today 3. Lots of color choices ......Read More
791 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
I would say there are 5 tips I'd have for getting buy-in from cross-functional partners on messaging and positioning: 1. Before presenting the messaging, be clear with the cross-functional partner as to who the intended audience is. 2. Explain the goal of the messaging. Is it to raise awar......Read More
387 Views
1 request
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 21
The ultimate goal of marketing is to influence a purchase decision, or decisions. Most purchases are emotional in nature, and many people think about B2C when they think about emotional purchases. And this can certainly be true, but in fact B2B purchases are even more emotional, because they are ......Read More
558 Views
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Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 21
First thing I do is determine how much a buyer cares about individual features. There is a saying that we go to Home Depot to buy a hole (benefit), not a shovel (feature). But sometimes people go to Home Depot already knowing they need a shovel, so they want to know which shovel is best (features......Read More
1076 Views
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