AMA: HackerOne Vice President of Product Marketing, April Rassa on Messaging
September 29 @ 10:00AM PT
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👋 April Rassa
👋 Hi all, my name is April Rassa, I'm based in the Bay Area (northern California)
💼 I lead Solutions Marketing at Clari and advise companies on GTM strategies
👀 Key topics top of mind is how best to using AI in our field (best practices), pricing and packaging shifts, and how best to influence the product roadmap.
🤝 Topics that you can help others with: I'm pretty open to any topic topi of mind. Hit me up, if I don't know how to help, I'll let you know! :)
🍦 Favorite ice cream flavor: Pistachio
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
I think some of the work April Dunford has done in terms of the framework she lays out in her book is super practical and easy to use. There are some good examples you c...
3524 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
In the Hard Thing about Hard Things by Ben Horowitz, he says "comapnies that don't have a clearly articulated story don't have a well-thought-out strategy. The company st...
1315 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
When you think about your product messaging, you may start with the features and benefits the product provides. While those things do need to be defined, they should not ...
909 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Every company wants to be the #1 in their field. I would argue that if your company is undeniably #1 in its market, you don’t often make this proclamation. People already...
888 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Your messaging should ultimately map to the key buyer personas you've identified. Your messaging then needs to be developed to go a level deeper into the value statements...
867 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
I think I addressed this above. It's vital for you to get objective opinions about your idea. Chances are you've been exposed to your concept for so long that you've lo...
1155 Views
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How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
My short answer is to be scrappy and test with customers. Make sure your messaging can answer these questions: - Does your message focus on one main point? People will ...
1315 Views
1 request
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Most often when you're launching the company's first product, you're most likely launching the company as well. The challenge there is its the first for everything. So, m...
805 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a messa...
2228 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page ...
2378 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company...
1799 Views
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Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Developers don't want to be marketed to. Developers are a sharp, no-nonsense group. They work under deadlines and stress that comes from being asked to deliver on the (ne...
1585 Views
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My CEO is always saying we are selling a commodity. How do you create messaging and positioning around something that is considered undifferentiated?
Any good resources for developing your skills? Is there a good class or a book?
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Even if you’re selling a commodity—stop selling it like a commodity!This means that the most important part of knowing how to sell commodity products is to stop focusing ...
1509 Views
2 requests