AMA: Matterport Former VP Product Marketing and Platform, Indy Sen on Messaging
February 3 @ 10:00AM PST
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Matterport Former VP Product Marketing and Platform, Indy Sen on Messaging
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
Give them the right frameworks, brand/voice guidelines and templates, and get out of their way :) A good product marketing hire will be a strong communicator and naturally curious. That's actually an asset when it comes to developing messaging as it prompts them to ask the right questions and ev......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
No doubt, the ROI of a billboard is hard to measure. But when it comes to brand marketing, you need to be crisp around the metrics. In marketing you'll either need to solve for awareness, demand generation, or both. Brand typically deals with awareness and that's not a straight $ to $ metric. At......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 2
Done right, product marketing should be the company's messaging API . How effective you are in disseminating it and helping everyone sing from the sames songsheet is a direct reflection of how targeted and focused your messaging documents are. One of my favorite messaging artifacts is Geoffrey......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 2
Looks like this question got the most upvotes so let me start with it and try and give as much context as I can. At Google we had the following heuristic for marketing which was: 1.) Know the user 2.) Know the magic 3.) Connect the two It informed our marketing overall, but especially our pos......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
Involve them early, and involve them often. People often construe a tension between brand and product marketing when in fact they're often part of the same team. To paraphrase Jay-Z to Nas during one of their epic rap beefs: Brand can come up with hot lines, Product Marketing will come up with a......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 2
Positioning is the precursor to messaging. If you don't know who your product is for, what it's good for and how it's different from other products in its space, then it will be very hard to come up with viable messaging. Put another way, positioning is the primitive, typically expressed ......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
Hey Grant! That's a question that's near and dear to my heart :) As a Nike-head, I have to say that the Air Max 90 is probably my favorite shoe of all time. Nothing beats the comfort and the look and feel of the OG. The "Infrared" is probably the most iconic colorway for it, but you can't really......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
The best way to rapidly test whether your messaging is working as intended is to deliver it to your sales reps or other collaborators and see whether it helps them or not. Ideallly, you'd equip a few of them with a beta of your new pitch deck, or messaging artifacts and either get their gut react......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 2
It really depends on your release cycles and the nature of how your product will evolve. Ideally you'll want to know enough about your product vision so that positioning and messaging scales with new feature development. Think of them both as a scaffolding in that sense, so that when you're read......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
I think the pandemic has been a reset moment for us all, in more ways than one. For Product Marketing, it's put a renewed onus on equipping your teams with messaging that resonates and also make the case that your product is not a nice to have, but a need to have. We've gone through similar c......Read More
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Indy Sen
Canva Ecosystem Marketing Leader • February 3
Well that makes me feel old, but great question. I'd say time, a lower risk profile, and access to everything. Time is a non-renewable resource, and you'll want to protect it with everything you got. But the one thing you have going for you when you're at the beginning of your career is you can ......Read More
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