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 PST
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Dell Boomi Former Director of Portfolio Messaging, Div Manickam on the Evolution of Product and Solutions Marketing to Portfolio Messaging
Top Questions
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 feature is the smallest element or component that solves a specific job. * A product includes a set of core features and functi......Read More
1265 Views
2 requests
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
* 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 category that aligns with customer needs and expectations in the industry. Both micro and macro categories co-exist ......Read More
468 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?
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 segments. If it’s not unique for each segment, then it will be hard to position one overarching message. It will be challenging at fir......Read More
821 Views
1 request
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 differentiator vs any other option in the market. Starting with themes has been helpful to simplify the messaging hierarchy. We......Read More
1068 Views
2 requests
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 market analysis help to identify the unique pain points to develop the differentiated value proposition. CRM data analysis, b......Read More
1317 Views
1 request
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 encompasses multiple products/services/offerings. * Portfolio is a collection of products, industries, solutions, and servi......Read More
1552 Views
3 requests
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 think about new markets like the subscription economy or SaaS platforms, these categories didn’t exist a few decades ago. E......Read More
928 Views
2 requests
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 right testing for messaging and positioning. Today, we are able to test messaging and positioning with the sales teams(joining cust......Read More
1075 Views
1 request
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 industry marketing managers, we evolved to product and solution marketing(2017), and we started to focus on buyer personas and......Read More
1269 Views
1 request
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points ......Read More
2007 Views
1 request
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 5
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 Product Management and solutions team. We work closely with Product, Marketing and Sales to meet business needs. We have the proc......Read More
948 Views
1 request
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