AMA: HubSpot Director of Product Marketing, Adrienne Joselow on Competitive Positioning
December 6 @ 9:00AM PT
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HubSpot Senior Director of Product Marketing • 3y
My favorite example 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 ...
17753 Views
3 requests
HubSpot Senior Director of Product Marketing • 3y
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 hel...
5279 Views
2 requests
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
HubSpot Senior Director of Product Marketing • 3y
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. ...
6434 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?
HubSpot Senior Director of Product Marketing • 3y
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 capab...
3742 Views
2 requests
HubSpot Senior Director of Product Marketing • 3y
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 competitiv...
3696 Views
2 requests
HubSpot Senior Director of Product Marketing • 3y
We develop personas in three degrees depending on the need: lightweight, qualitative, and quantitative (statistical). Each of these populate a similar framework: demograp...
28380 Views
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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.
HubSpot Senior Director of Product Marketing • 3y
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 th...
4400 Views
3 requests
HubSpot Senior Director of Product Marketing • 3y
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 ...
6996 Views
3 requests