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Adrienne Joselow

AMA: HubSpot Director of Product Marketing, Adrienne Joselow on Competitive Positioning

December 6 @ 9:00AM PST
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HubSpot Director of Product Marketing, Adrienne Joselow on Competitive Positioning
Top Questions
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
Make it snackable. Make it easy to remember. Make it impactful. Show the impact of reps applying this to amplify awareness and usage. Reps spend their days diving into a multitude of different businesses with divergent needs, goals, and deal stages. The more adaptable, simple, straightforward you......Read More
3681 Views
3 requests
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
Competitive win rate! This requires reps to record (and for your CRM to have a field for) competitor (existing -rip and replace - or exploring - head to head). This is the most direct way to see if you are moving the needle against your core competitors. Secondary metrics may include things like ......Read More
2565 Views
3 requests
What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
We develop personas in three degrees depending on the need: lightweight, qualitative, and quantitative (statistical). Each of these populate a similar framework: demographic details (job title, geo if applicable, age range, etc), responsibilities/needs/jobs to be done, challenges/pain points,  ......Read More
10059 Views
2 requests
What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
What is your philosophy when it comes to competitors?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
This is a great question because: fortune favors the focused. In our world, there are thousands of SaaS offerings on the market. Many offer competitive products and capabilities to us. However, only a select few come up frequently in head-to-head deals where win-rate meaningfully impact our perfo......Read More
2260 Views
2 requests
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
Customer listening is a critical investment in any product marketing program. For us, we've taken a number of different approaches to customer listening in my time here. From direct customer conversations, to focus groups, to ongoing market research (qualitative and quantitative), listening to ou......Read More
1422 Views
2 requests
Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
You can't rely only on the narrative. But a strong one, especially one that frames up the problem and value you deliver as different / outsized, is critical to competitive success. But you know what else you need? Claim chowder. Proof points. Quantified impact. What actual results has your produc......Read More
2196 Views
2 requests
What are the top documents you create when working on Competitive Positioning programs?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
There are a few rinse and repeat assets that work well for us in competitive. For products with a significant rep-assisted motion, having competitive comparison cards helps distill complex products into key capabilities, highlighting parity and differentiation to help overcome objections and conv......Read More
1743 Views
2 requests
What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of finger-pointing?
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
Unsurprisingly, we have some great content on this on our blog. My favorite example (shared here) is Adidas video which shoes that yes, a runner can sprint through the desert in Nike shoes -- but a camera man with 50 additional pounds of equipment and wearing Adidas can keep up with him. It strik......Read More
5615 Views
3 requests