AMA: HubSpot Senior Director of Product Marketing, Nisha Goklaney on Messaging

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, work with your market research team to test aspects of the messaging with prospects and customers. This can be both qualitative tests where you test specific aspects of your pitch and differentiated value or ...Read More

There are a host of good training options out there:  Sharebird - a great place to start. Here you can get real industry expertise and resources from folks in the field Podcasts - Women in Product Marketing by Mary Sheehan (Sharebird Podcast), Product Marketing Insider are a couple of my favorites.  Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It" by April Dunford. Another best practice I like to follow is actually spending time on other brand sites (examp ...Read More

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 in their field to discuss topics from messaging, positioning, pricing, getting into PMM, GTM strategy etc.  2. Following thought leaders on Linkedin. 3. Spend time on other websites - Some website I have c ...Read More

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:  First, Understanding your ‘who’ (aka your key buyer personas) - who they are, what are their goals, their challenges, what keeps them up at night and what pain points they are most struggling with. We get super ...Read More

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 release new product features, think about how they ladder up to your core messaging pillars (aka the value you deliver to customers) and map them as such.  Here are some best practices to ensure you get ...Read More