AMA: Hubspot Former Sr. Manager, Product Marketing, Jeffrey Vocell on Messaging
December 10 @ 10:00AM PT
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
Measuring the success of messaging overall generally ties back to product launch goals — whether that’s a sales or revenue number, or more user/signup focused. That being...
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What is the difference between "value proposition," "messaging," "pitch," and "story?"
Do you see these as separate, complementary, the same thing, or else?
BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
This is a great question. As product marketers, I think we often confuse this terminology, and due to the common use of these terms it amplifies the perception they are d...
2414 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
This starts far before the content is shared across various platforms or to different audiences. To begin, if the product you are selling has multiple decision-makers or ...
949 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
I’m not sure there really are exercises. Once we have research, then we can plug it into our positioning template and answer a bunch of questions within that template (i....
1475 Views
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How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?
What format do you present the messaging for review by internal stakeholders?
BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
Oftentimes once we have a draft of positioning or messaging we’ll share it with a key group of folks (for example, sales & services enablement) for feedback. Usually ...
1063 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
I love this question because I’ve seen many product marketers create positioning and messaging solely based on gut instinct. To truly answer this question though, I think...
1569 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
Great question. Ultimately I think this depends on your target audience, product, and buying cycle. If you sell enterprise software that has a long sales cycle then you c...
1503 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
At HubSpot we have a “master” positioning guide that exists for every core product and is shared on a central wiki that everyone can access. This positioning guide helps ...
2378 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that t...
1992 Views
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How do you showcase to interviewers your work in messaging and positioning, without actually showing documented work?
Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
I think it’s hard to showcase messaging in an interview unless you’re specifically bringing up documented work. At HubSpot, we like to give candidates an exercise before ...
3394 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
The best way I've found is to start small, and grow over-time. To explain that further, when a brand-new product marketer starts I will typically walk through step-by-ste...
2929 Views
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BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y
Great question. There are a few primary mechanisms we've used to test messaging: Research Reports / Messaging Surveys - These work pretty well, especially when you're en...
1914 Views
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