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AMA: Loom Head of Product Marketing, Julia Szatar on Messaging
December 02 @ 10:00am PST

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Messaging With Julia Szatar, Head of Product Marketing at Loom
Top Questions
What has been the most useful mechanism you have used to test messaging and determine the best message?
Head of Product Marketing at Loom
* a/b testing emails and landing pages * using an agency to survey audiences for large brand campaings * direct user interviews  * interviewing your frontline teams  * competitive research Sometimes you don't have time to do all of the above and you have to go with your gut and then evolve ...more
What are the different ways of testing the customer profiles and messaging for each profile?
Head of Product Marketing at Loom
This is the same as generally testing your messaging, but just segmenting your tests per audience or persona. * a/b testing emails and landing pages * using an agency to survey audiences for large brand campaings * direct user interviews * interviewing your frontline teams * competitive res...more
What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.
Also looking for reference materials to help guide this process
Head of Product Marketing at Loom
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 ...more
How do you adjust messaging when scaling upmarket without alienating an existing SMB customer base?
Head of Product Marketing at Loom
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 buy...more
What testing frameworks do you use to evaluate the effectiveness of messaging for a launch?
Head of Product Marketing at Loom
* a/b testing emails and landing pages * using an agency to survey audiences for large brand campaigns * direct user interviews * interviewing your frontline teams * competitive research Sometimes you don't have time to do all of the above and you have to go with your gut and then evolve it...more
How would you recommend PMMs improve their messaging skills?
Head of Product Marketing at Loom
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 ...more
What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?
Head of Product Marketing at Loom
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 ...more
What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch?
For marketing materials like website and press releases, do we need to stay focused on messaging for the end-users only?
Head of Product Marketing at Loom
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). The...more