AMA: Loom Head of Product Marketing, Julia Szatar on Messaging

This is mostly just practice, start writing, and keep writing. However, some specific things you could do include: Actively consume other marketing content. For example subscribe to your favorite brand's emails, competitor emais. Read the content and think about why it is effective/not effective.  Before you start writing anything work with product to really understand why you are building a product or feature. Understand the audience and the problem you are trying to solve. Get involved in user ...Read More

We are still working on refining our process here, however, our usual process is to attend the commercial team all-hands to notify them of any new messaging guides and materials and then we record a more in-depth Loom video that walks through the messaging in more detail and with more nuance. We house these looms in a Sales Library in Notion. By recording it, reps and CSMs can review it more than once if needed in their own time. It also doubles as great onboarding material. We have a system to ...Read More

Since you will have a lot of different messages with potentially different audiences building some sort of matrix can help you make sure everything is cohesive. I personally love using tables for this kind of thing (a spreadsheet works, or building out tables in a doc, you can even make the page landscape to digest it more easily).  You would start with what is the overall narrative for the platform?  Who is it for? What is the problem statement? What is the value prop? What are the key benefits ...Read More

Start by defining the personas and the top-level narrative of the product.  Who is it for? What is the problem statement?  What is the value prop?  What are the key benefits? You could start with the buyer and then modify it for the different end-users (or the other way around). There will be at least some overlap with nuanced differences, and some very different messages. In terms of choosing the marketing materials, this is also all about understanding your audience. How does they buyer make d ...Read More

We are actively thinking through this at Loom and it's not easy! It;s is about creating channels/spaces for the different audiences and making it easy for each audience to read what is relevant to them. So, for example, you could have different sections on your website for SMBs and Enterprise buyers - focusing on the different problems they have, or things they care about. You should try to have these audiences segmented in your database for email marketing. As far as your homepage goes, going w ...Read More