AMA: Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Brand Strategy
January 28 @ 9:00AM PST
Register for AMA
We will email you Martin's answers
to these questions after the event in case you can't make it.
What frameworks, methodologies or resources do you recommend to define and develop a brand?
At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?
Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?
How do you keep competitors from copying your product messaging so that your value prop stays differentiated?
What analyst activities actually help reinforce your brand differentiation vs are expensive and produce little ROI?
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.
How involved should the PMM function on Brand strategy? Where/how can Product Marketing contribute best on this front to really drive impact? How can we measure it?
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.