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AMA: Glassdoor Product Marketing Lead, Sophia Fox on Messaging
June 3 @ 10:00AM PST
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Glassdoor Product Marketing Lead, Sophia Fox on Messaging
Top Questions
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiate, then it is highlighted in the statement and validated/proven in the reasons-to-believe and pro......Read More
677 Views
3 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage. In terms of a messaging framewor......Read More
9208 Views
7 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
Per our head of PMM (Eric Petitt), it is important to think about and understand the market leader positioning because the leader often defines category expectations… as well as their weaknesses. And when a challenger tries to play catch up to the market leader, the copy-cat will die over time be......Read More
2018 Views
2 requests
How do you differentiate your own products from one another but still show that they complete each other/are complementary?
If a company has many product offerings, what's the best way not to overwhelm customers, and at the same time, give each product manager the "spotlight" they're asking for?
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
When a company has many product offerings, getting really clear on who you are targeting will be critical to ensure that you are "spotlighting" the right product/features/packages to the audience most likely to buy/adopt/care. Prospective buyers may become overwhelmed or stop caring when content ......Read More
679 Views
2 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
Change is inevitable! So whenever possible, going to market with “final” messaging should include room for evolution over time based on various external and internal factors. Markets change and evolve, and customers’ needs or perspectives also change and evolve based on whatever is important to t......Read More
1040 Views
4 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from ......Read More
1058 Views
7 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
1. Market & Competitive Insights - What do we know about our target market? What do we know about the competition? What do we know about our prospective customers' pain points? What don't we know about all of the above? Once research is conducted, is it enough to get started? 2. Bu......Read More
707 Views
4 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
At Glassdoor, we have a not-so-secret secret weapon… we have a Head of Market Insights within the product marketing org that is at the center of what we do from influencing product roadmaps to positioning and messaging, and enabling our GTM and marketing channels. One of the biggest things being ......Read More
770 Views
2 requests
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 4
It is so easy to fall into launching with technical jargon when you've been living and breathing it as a PMM! Two ways that I have found helpful in simplifying, and even transforming/replacing techncial jargon are (1) launch customer interviews, listen and use the language they use, and (2) crowd......Read More
860 Views
2 requests
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