Paul Rudwall

AMA: DocuSign Sr. Director, Global Solutions Marketing, Paul Rudwall on Solutions Marketing

June 4 @ 9:00AM PST
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DocuSign Sr. Director, Global Solutions Marketing, Paul Rudwall on Solutions Marketing
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Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
At its simplest, I think product marketing typically focuses on "What does this product do?" whereas solutions marketing typically focuses on "How do they come together for you?" Taking a step back, I think the need for solutions marketing arises when a company transitions from a single-produc...Read More
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Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
To move to verticals, you need verticals large enough to support a dedicated GTM strategy and distinct enough to justify dedicated resources. Essentially, is the vertical unique enough to need its own Sales and Marketing team, and is the opportunity significant enough to warrant full-time attenti...Read More
552 Views
2 requests
Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
I don't think there's a significant difference. Ultimately, creating a category is about: * Identifying a customer problem * Reframing the way they think about it * Presenting them with a fundamentally different and more compelling way of solving that problem. The fundamental goals ar...Read More
569 Views
2 requests
Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
Start with the customer. If you start anywhere else, you're likely to run into a lot of issues. While there are a number of contributing factors here, the core of it is you want to start with what your buyers think matters, not what you think matters. That said, I think a big part of the Produ...Read More
536 Views
2 requests
Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
I think it's helpful to consider the following following: 1. Focus on What Matters to the Customer: Understand your customers' primary needs and pain points. What aspects of your platform directly address these concerns? Prioritize these features in your messaging. 2. Highlight Purcha...Read More
564 Views
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Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
Yes, we aim to gather quantitative feedback whenever possible. While I don't believe it's necessary for great messaging, it can complement existing efforts and help reduce the risk of bias interfering with your messaging. There are really two areas that my team thinks about research: 1. Mark...Read More
538 Views
2 requests
Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
The list of things I wish I had known is long, but I'll try to highlight some of the more important ones. (I really wish I had a resource like Sharebird when I was starting out. There was nothing like it back then.) * Lead To Products, Don't Lead With Products: As a PMM it's really easy to ge...Read More
543 Views
2 requests
Paul Rudwall
Paul Rudwall
DocuSign Senior Director, Global Solutions MarketingJune 5
This is a great question. The conclusion I've come to is that while internal messaging is critical, it's not sufficient on its own to drive a significant shift. Incentives play a crucial role, and aligning them requires a full-company effort. Simply put, messaging alone won't be enough to make th...Read More
539 Views
2 requests