AMA: Dell Boomi Former Director of Portfolio Messaging, Div Manickam on the Evolution of Product and Solutions Marketing to Portfolio Messaging
December 5 @ 10:00AM PT
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Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
It's easy to use the words product, feature, and solution as different options. As product marketers, it's important for us to understand the subtle differences. A featu...
1720 Views
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Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
A micro category is relevant for specific product/service as it provides a niche use case that the offering supports. A macro category for a company is the high-level c...
518 Views
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Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
As product marketing is part of the product organization, we look at data analysis and north star metrics to help in our decision-making process. Customer research and ma...
1353 Views
1 request
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
Today, portfolio, platform, ecosystem and suite are used interchangeably depending on the use case or scenario. Every technology company wants to be a platform today that...
1804 Views
3 requests
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
Often times, we say our platform has unlimited possibilities, it's the art of the possible -- because it truly is. But it doesn’t help the customer understand our unique ...
1112 Views
2 requests
How do you as a product marketer create brand messaging that appeals to three highly distinct segments?
My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
It is recommended to start with one segment to test/iterate, to completely understand the buyer needs/value proposition and then build messaging for the other two segment...
889 Views
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Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
Category creation is a unique messaging and positioning initiative when your startup is providing a differentiated value that doesn’t exist in the industry today. When I ...
956 Views
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Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
This is something we would like to get better at within our team. We aspire to be persona-led and data-driven, but don’t have processes/tools in place to perform the righ...
1108 Views
1 request
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
When we had one product marketing manager (2015), we had the product knowledge to articulate business value and simplify technical concepts. With addition of solution and...
1355 Views
1 request
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, ...
2067 Views
1 request
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
Our team, Portfolio Messaging (product, industry and solutions) are part of the Product organization (I report to the Chief Product Officer) to help build synergy with Pr...
967 Views
1 request