Alissa Lydon

AMA: LogDNA Director of Product Marketing, Alissa Lydon on Competitive Positioning

April 27 @ 10:00AM PST
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LogDNA Director of Product Marketing, Alissa Lydon on Competitive Positioning
Top Questions
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 27
Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it like internal selling. And just like in the field, one of the most compelling ways to convince people is to use customer proof p......Read More
556 Views
3 requests
How do you showcase or describe 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?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 28
When I am looking for messaging and positioning validation from outside the org, I find that people engage more with a story than with a static framework. And as far as stories go, everyone much prefers pictures to reading dense Powerpoint slides! To that end, putting together a solid "marketect......Read More
1083 Views
2 requests
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 28
I am hoping that some of my other answers have made this clear, but in case they haven't - market research, just like everything else in Product Marketing, is a team sport. The more you can show the value of this kind of research (i.e. how it will help sales win more deals), the easier it will be......Read More
490 Views
2 requests
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 27
At its most basic, messaging is about answering 3 key prompts: * What is the problem facing the market today? * What solution (generally) will help solve this problem? * What does your product do to help solve it? To me, competitive falls squarely underneath that third bullet point. It's o......Read More
1825 Views
3 requests
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 28
I think with anything you do in Product Marketing, you first have to understand what your goals are to avoid being completely consumed by the task at hand. This includes understanding who your audience is, how the information will be used, and most importantly how you will measure success. The sa......Read More
677 Views
3 requests
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 27
Market and competitive analysis can sometimes feel overwhelming. With so many sources to keep track of, and new competitors popping up all the time, it can be a full time job! To avoid feeling overwhlemed, it's important to prioritize the competitors and channels that are the msot relevant to ......Read More
647 Views
5 requests