Box Vice President Product Marketing, Jon Rooney on Product Marketing vs Product Management

Meta (Facebook) Product Marketing Director, AR/VR, Chad Kimner on Messaging

Chad Kimner

SVP Growth and Operations

Do you believe in brand positioning/purpose as a north star for messaging?

Determining messaging at launch is one thing while returning to that messaging post-launch is another. 

I'm building out a product pitch deck and curious what common qualities there might be amongst the messages that really resonated with this community. 

The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?

For marketing materials like website and press releases, do we need to stay focused on messaging for the end-users only? 

In the tech industry, so many product marketing teams default to very product driven/feature centric messaging in the name of appeasing a technical audience. Market driven messaging often becomes too watered down for technical audiences.

Do you see these as separate, complementary, the same thing, or else?

I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message

Also looking for reference materials to help guide this process

A/B testing and spending on messaging research are ways that we can test out messaging, but if we don't have budget to do that, are there other ways to qualify it besides having team members or some stakeholders provide input and attempt to wordsmith until concensus is reached?  

How much do you tailor the messaging for your specific marketing channels, what informs this and how do you measure that it's effective for the channel? 

I'm struggling to determine whether my sales reps are actually using content, and if its helping them win deals.  

Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort? 

Do you lean heavily on captured feedback/social proof from early adopters and broadcast their experience? Do you attempt to craft a new narrative that is so compelling readers want to be a part of that story and outcome (a brave new world). OR, do you go a different way entirely? 

AMA: Meta (Facebook) Product Marketing Director, AR/VR, Chad Kimner on Messaging

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