AMA: HubSpot Senior Director of Product Marketing, Nisha Goklaney on Messaging
November 9 @ 10:00AM PST
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HubSpot Senior Director of Product Marketing, Nisha Goklaney on Messaging
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Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
Brilliant question. If developed correctly, your messaging pillars should be evergreen (i.e. should not change on a dime) from campaign to campaign. Ultimately, your messaging pillars bring to life the core value your product/service delivers to customers and hence should be foundational. As you ......Read More
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For a team member newer to the discipline, how do you train messaging and positioning?
where do you start? what kind of classes? etc.
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
There are a host of good training options out there: 1. Sharebird - a great place to start. Here you can get real industry expertise and resources from folks in the field 2. PMM Alliance - They have a comprehensive set of courses, content and how to guides that I have found extremely useful ......Read More
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Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
Yes, there are plenty resources out there for you to continue to sharpen your toolset and learn from others in the community as well. Here are some of my favorites 1. Listening to podcasts - Women in Product Marketing by Mary Sheehan is by far my favorite. She brings on a host of Senior PMM's......Read More
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Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
I have used several different messaging frameworks, but one that we are leveraging quite a lot these days is the Jobs to be done framework, accompanied by durable, evergreen messages that are centered around our key customer personas and their pain points. In this framework you start by: 1. Fi......Read More
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Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
This is a great question! Given messaging is such a subjective topic - it's super important to quantifiably test and iterate on it to ensure it lands well in the market. Here's a few strategies and tactics you can use to quantifably test it: 1. During the process of creating the messaging, wo......Read More
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