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AMA: Google Product Marketing Lead for AI/ML Technologies, Abhishek Ratna on Product Marketing Strategy & Messaging
December 14 @ 9:00AM PST
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Google Product Marketing Lead for AI/ML Technologies, Abhishek Ratna on Product Marketing Strategy & Messaging
Top Questions
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
You can do so in the following ways 1. Conduct market research and understand the cultural, social, and economic factors of the different geographies. 2. Use language that is clear and easy to understand across all geographies. 3. Avoid using colloquialisms, slang, or local references tha......Read More
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
A few things can help here 1. Create differentiation by emphasizing how your product/service solves customer problems uniquely and better than other alternatives/incumbents 2. Create a new category - take a leaf from the playbooks of Drift or Gong.io. Instead of being another chatbot, gong.io c......Read More
451 Views
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
Absolutely, there are a few ways to do so: 1. Social listening - Monitor social media and online reviews for customer reactions and feedback on the messaging. 2. Work with other departments, such as sales and customer service, to gather feedback from customer interactions and experienc......Read More
599 Views
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
There are a few 1. The AIDA (Attention, Interest, Desire, Action) framework: measures the success of the messaging in capturing the audience's attention, generating interest, creating desire for the product, and driving them to take action. 2. The FAB (Features, Advantages, Benefits) f......Read More
606 Views
1 request
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
The ultimate KPI for great messaging and positioning is always the health of your business and your most important business metrics. Great messaging can doe everything from increasing conversion rates, accelerating the sales cycle, lowering acqusition costs to improving win rates. Those would alw......Read More
3246 Views
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
Non-Marketers often look to us as the team with most insight on customers. The more grounded our messaging is in customer research, the more likely we are to get buy in and alignment. Some tips to practically get alignment 1. Show them data and research on consumer behavior and the effectivenes......Read More
1398 Views
2 requests
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
At its core, good messaging focuses on addressing stated or unstated customer needs in a clear and memorable way. Here are some simialrities in B2B and B2C messaging: * Pithiness and clarity - so users can understand in 3 seconds or less what they stand to gain from the product. * Paint a v......Read More
1366 Views
3 requests
How do you consider messaging hierarchy in the messaging of the product?
Do you consciously think about the company's messaging and even the broader product portfolio's messaging that needs to be considered when building out messaging?
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
When i think messaging, its rarely about the product. Great messaging serves to acknowledge/alleviate the user problem first. Given that lens, it makes sense to introduce hierarchy in terms of the user needs - at the top level, i think about what's the biggest/most important problem we solve for ......Read More
1497 Views
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
There are a few ways to do this 1. Conduct surveys or focus groups with customers and audience members to gather their thoughts and opinions on the messaging. 2. Monitor social media and online reviews for feedback on the messaging and response from customers. 3. Implement a system fo......Read More
467 Views
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Abhishek Ratna
Labelbox Director of Product Marketing • December 15
That is a fine art and takes a lot of practice. That said here are a few helpful ideas 1. Look to industry publications and journalists for inspiration. I read a lot of artile on tech crunch, business insider, wored and other tech publications to understand their approach. 2. Use short, clear s......Read More
1351 Views
2 requests
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
Non-Marketers often look to us as the team with most insight on customers. The more grounded our messaging is in customer research, the more likely we are to get buy in and alignment. Some tips to practically get alignment 1. Show them data and research on consumer behavior and the effectivenes......Read More
538 Views
1 request
What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch?
For marketing materials like website and press releases, do we need to stay focused on messaging for the end-users only?
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
Here are some fundamental things 1. Research and understand the motivations, needs, and pain points of both the buyers and users of the product. 2. Create messaging that speaks to the benefits and value of the product for both the buyers and users. 3. Highlight the features and capabi......Read More
355 Views
2 requests
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
You can use a slew of KPIs to measure effectiveness. 1. Conversion rate: the percentage of people who take a desired action, such as making a purchase or filling out a form, after being exposed to the messaging. 2. Click-through rate: the percentage of people who click on a link or ......Read More
2289 Views
1 request
Abhishek Ratna
Labelbox Director of Product Marketing • December 15
Yes, i wrote an article about building an end to end developer playbook. This should help https://www.developermarketing.io/reaching-out-to-developers-with-abhishek-ratna/ You can read it for in depth insights. Here are some top level takeaways First, we need to understand the traits that a......Read More
551 Views
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