Back to Ask Me Anything Sessions
Kristen Ribero

AMA: Handshake Senior Director of Corporate Marketing, Kristen Ribero on Messaging

October 29 @ 10:00AM PST
View AMA Answers
Handshake Senior Director of Corporate Marketing, Kristen Ribero on Messaging
Top Questions
Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like featu......Read More
1419 Views
2 requests
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
There are a number of messaging framework templates available these days. I shared an article that I like to reference (link is below again); I also suggest you check out posts from Andy Raskin (https://andyraskin.com/) who I've worked with previously or check out this recording of Tiffany Spence......Read More
6762 Views
2 requests
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit......Read More
1599 Views
1 request
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More
1843 Views
2 requests
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can f......Read More
1399 Views
3 requests
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 30
The first step here is to share the WHY behind a messaging project. If you can get every group to align on that and the outcome, getting ‘approval’ is much easier. I start with a kickoff meeting and have often shared this article (linked below), particularly in startups where you may be dealing w......Read More
2004 Views
3 requests