AMA: HubSpot Former VP of Product and Solutions Marketing, Vidya Drego on Messaging
July 6 @ 10:00AM PST
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HubSpot Former VP of Product and Solutions Marketing, Vidya Drego on Messaging
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Vidya Drego
SmithRx VP of Marketing • July 6
I truly believe messaging should be a living, breathing thing that gets updated periodically. How often though can be challenging. It's often not feasible to update it at every product launch or, if decision making takes a long time, it can be tedious to update frequently. This is where I think a......Read More
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Vidya Drego
SmithRx VP of Marketing • July 6
That's a tough call. What we've found recently is that as we've adapted our messaging for an enterprise audience, it's resonated less with small businesses. Some companies choose to vary their messaging by audience size (e.g. Shopify) others have one-size-fits-all messaging regardless of size. I ......Read More
898 Views
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Vidya Drego
SmithRx VP of Marketing • July 6
We use a messaging ladder (a slightly customized version of many i've seen online) but are increasingly using a broader framework to connect our messaging to the buyer journey. The framework we use to structure the messaging doesn't dictate how often we update the messaging. For this, we try to a......Read More
2014 Views
7 requests
Vidya Drego
SmithRx VP of Marketing • July 6
Positioning and messaging both help you explain the value you deliver. I've always thought of positioning as something that lives internally within a company to help the organization contextualize their product or service within their category. It's the strategy by which you choose to communicate......Read More
837 Views
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Vidya Drego
SmithRx VP of Marketing • July 6
It's pretty difficult to get a straightforward read on the effectiveness of your messaging and positioning but there are a few things you can do to ensure your messaging is more likely to succeed. 1) During the process of creating the messaging, work with your market research team to test aspects......Read More
15744 Views
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Vidya Drego
SmithRx VP of Marketing • July 6
As I mentioned before, I always try to align positioning to where the product is going and where the company wants to be. Messaging can then roll out in several phases until it realizes this ideal positioning. Ideally, you have an understanding from research of what your prospects and customers b......Read More
494 Views
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