AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on Messaging
July 15 @ 10:00AM PT
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Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
You change the conversation. Positioning is all about defining a target audience and a place in their minds where you are the market leader. There’s some great inspirat...
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Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
Not value-oriented: They focus on features and functionality, not value and benefits They’re not customer-centric: They aren’t putting themselves in the target audience’...
994 Views
2 requests
What are your creative ideas, tips, or resources that can help to improve storytelling skills?
I'd love to get better at using storytelling in my product launches. I know of the basics e.g. knowing your audience, focusing on the benefit and value over features etc. but I'm looking any creative ideas, examples, or resources that could help me really sharpen things up and hone my skills.
I'd love to hear peoples recommendations and experiences of how they developed their skills in this area.
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
The best of the best on this topic is Andy Raskin: https://raskin.medium.com. Highly recommend reading a bunch of his stuff, especially his now-famous Zuora sales deck de...
558 Views
3 requests
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
Practice, practice, practice! Get as many reps in as you can, and have a marketer you admire give you very candid feedback. Bonus points if you can do a working session w...
755 Views
1 request
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
I’m so glad you asked this, because it’s actually one of my favorite topics to get on the soapbox about! :) I think April Dunford defined positioning best when she wrote...
751 Views
4 requests
How do you incorporate voice of the customer into positioning and messaging?
Curious to know how customer research works best in your experience and how to drive to actionable outputs like positioning and messaging.
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
It’s so important! I like to do some exploratory research before I draft anything — both quantitative and qualitative if I can — to hear in an unbiased way what our targe...
1285 Views
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What messaging framework do you use?
Would love frameworks to share.
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 4y
I find that it depends on the scale of what I’m messaging. If it’s for a small project (a landing page, a video, etc.) I like to go with: Key message 3 supporting value ...
2652 Views
3 requests