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AMA: Front Former Chief Marketing Officer, Anthony Kennada on Brand Strategy
January 28 @ 10:00AM PST
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Front Former Chief Marketing Officer, Anthony Kennada on Brand Strategy
Top Questions
Anthony Kennada
AudiencePlus CEO • January 28
This is an important question that points to the relationship between brand and product marketing in context of competitive strategy. Short answer, I wouldn't optimize around the competition -- as there's not much you can do in this case to prevent them from copying your messaging. The thing tho......Read More
1209 Views
1 request
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
Anthony Kennada
AudiencePlus CEO • January 28
I definitely appreciate this tension -- and in a perfect world you find the right mix of both on the team. Analytical skills will benefit our understanding of market sizing and opportunity, pricing and packaging decisions and so on. The "brand" or creative skillset would aid in storytelling aroun......Read More
2119 Views
4 requests
Anthony Kennada
AudiencePlus CEO • January 28
I think the two are very tightly correlated -- both are storytellers by nature, but telling stories at different parts of the funnel. A simple way to think about it is that brand is principally responsible for the "why" while product marketing owns the "who," "what," and the "how". Since people m......Read More
2201 Views
5 requests
What is the difference between "value proposition," "messaging," "pitch," and "story?"
Do you see these as separate, complementary, the same thing, or else?
Anthony Kennada
AudiencePlus CEO • January 28
Interesting! I'll take a stab at it. My sense is that all of these fall under the parent bucket of messaging and positioning. Value Proposition is a subset of messaging that refers to the benefit of the feature or product or platform to the end user or economic buyer. What business impact can t......Read More
1930 Views
3 requests
Anthony Kennada
AudiencePlus CEO • January 28
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More
2189 Views
1 request
Anthony Kennada
AudiencePlus CEO • January 28
I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actua......Read More
1976 Views
3 requests
Anthony Kennada
AudiencePlus CEO • January 28
The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature parity with the competition, executing on customer requests, bug fixes, etc. -- the brand can serve as a useful filter and framewo......Read More
1625 Views
1 request
What would you rec highlighting in prod mar portfolio and what would make a candidate stand out to you?
Writing samples? Case studies?
Anthony Kennada
AudiencePlus CEO • January 28
I think it depends on what sub-function of PMM you've excelled in (or are applying for). If more technically-oriented, I'd want to learn about a product launch that you've been a part of, walk through a set of messaging you've developed, and understand how you've worked closely with the product t......Read More
2056 Views
1 request
Anthony Kennada
AudiencePlus CEO • January 28
Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ......Read More
1361 Views
2 requests
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