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AMA: Klaviyo Senior Director of Product Marketing, Jenna Crane on Messaging
July 15 @ 10:00AM PST
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Klaviyo Senior Director of Product Marketing, Jenna Crane on Messaging
Top Questions
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Jenna Crane
Klaviyo Head of Product Marketing • July 16
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 propositions, with taglines and descriptions * Supporting points for each of those value props — whether those are uniqu......Read More
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Jenna Crane
Klaviyo Head of Product Marketing • July 16
* 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’s shoes, to make sure the language is what customers would use and the benefits are things customers would care a......Read More
816 Views
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Jenna Crane
Klaviyo Head of Product Marketing • July 16
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 inspiration in the ‘Positioning of a Follower’ chapter of ‘Positioning’ by Al Ries and Jack Trout. Worth reading, but to paraphrase......Read More
967 Views
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Jenna Crane
Klaviyo Head of Product Marketing • July 16
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 with someone who’s skilled in messaging — build a messaging framework together, live, so you can get a front-row seat to watch h......Read More
604 Views
1 request
Jenna Crane
Klaviyo Head of Product Marketing • July 16
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, “positioning describes the specific market you intend to win and why you are uniquely qualified to win it.” I'll add my ......Read More
473 Views
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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.
Jenna Crane
Klaviyo Head of Product Marketing • July 16
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 deconstruction . Other books you can consider: ‘Presentation Secrets of Steve Jobs’ and ‘Creativity, Inc.' (and I second the r......Read More
367 Views
3 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.
Jenna Crane
Klaviyo Head of Product Marketing • July 16
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 target audience values, looks for, struggles with, etc. That will put some (necessary and helpful) constraints around our messaging ......Read More
743 Views
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