AMA: Checkr Former Head of Product Marketing, James Huddleston on Messaging
December 16 @ 10:00AM PT
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Amazon Web Services (AWS) Head of Product Marketing • 4y
Be very clear and transparent about what it is your product is and what it does. I’d give the same advice for companies with greater brand awareness as well, but I think ...
536 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
This is where your work on buyer personas is critical. If you’ve done your research and understand what makes a specific buyer persona tick, then you should be able to ad...
755 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
The approval process may differ depending on your company, but I believe it is incredibly important to get input from various stakeholders throughout the process. Not onl...
518 Views
1 request
Amazon Web Services (AWS) Head of Product Marketing • 4y
For me personally, I like to use a messaging framework to help consolidate my thoughts based on the research I’ve done. There are a lot of good messaging frameworks you c...
859 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
I’m not sure I’d draw a strong distinction between the two actually. As a product marketer, my teams and I are building the messaging framework that supports all types of...
558 Views
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What's your cross-channel messaging development process?
How much do you tailor the messaging for your specific marketing channels, what informs this and how do you measure that it's effective for the channel?
Amazon Web Services (AWS) Head of Product Marketing • 4y
I probably spend more time tailoring for the audience than I do the specific channels. When thinking about different channels, I put a lot of thought into how that inform...
557 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
I’ve always had the most success when making sure I am putting myself in the shoes of my potential customer and framing the message within the context of a story. This me...
486 Views
2 requests
Amazon Web Services (AWS) Head of Product Marketing • 4y
I try to keep a finger on the pulse of broad macro trends that could impact my buyer. This information can be accessed through a variety of different sources including me...
583 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
I ask them a lot of hard questions to understand how they came up with the messaging they did. I want to hear from them what customers they talked to or surveyed, who els...
511 Views
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What are some ways to solidify a messaging shift with the field?
We did a fairly large rebranding/messaging shift. We feel that sales can 'pitch' the message well, but we have noticed they can't pivot well. We believe this is because they haven't truly internalized the messaging components. We are doubling down on personas and industries in the context of our messaging. We hope that this will give them more maneuverability in the field.
Amazon Web Services (AWS) Head of Product Marketing • 4y
One way I've found some success in rolling out to the field is using one of my better reps as a champion of the new messaging and having the "pitch" for the new messaging...
781 Views
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Amazon Web Services (AWS) Head of Product Marketing • 4y
The books that have had the biggest impact on me aren't always specific to messaging but provide greater clarity into the importance of storytelling and psychology. One o...
1482 Views
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