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Michele Nieberding

AMA: MetaRouter Director of Product Marketing, Michele Nieberding πŸš€ on Competitive Positioning


December 5, 2023 @ 10:00AM PT

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Michele Nieberding

Director of Product Marketing Β· Treasure Data

Hi everyone!

πŸ‘‹ Your name and where you're located: Michele Nieberding located in the DC area (technically Reston, VA)

πŸ’Ό The company you work at and your role: VP of Product Marketing at Optiversal

πŸ‘€ What topics are top of mind right now: Measuring PMM impact

🀝 Topics that you can help others with: Being more effective using AI

🍦 Favorite ice cream flavor: (We won’t judge!): Cookies and cream foreverrr
  1. How often do you talk to customers, or do qualitative + VOC research?

    Is it continuous or at specific campaigns?

    Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing β€’ 2y

    I hate to say it, but my answer is...it depends. I typically like using "prescheduled" customer interactions like CAB meetings as a forum to get feedback, but there are times when you need answers sooner (i.e. informing a roadmap, important beta programs, needing customer involvement for an event and/or case study). To make things more personal, I also like to follow our top advocates, partners, and CAB members on LinkedIn so that I can also celebrate and elevate their wins and share in their su ...Read More

    1,095 Views
    1 request
  2. How do you disseminate competitive positioning to your sales team?

    Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing β€’ 2y

    Disseminating competitive positioning to our sales team is a strategic and ongoing process--as you likely know, there are new things popping up every day with competitors (product releases, acquisitions, partnership announcements, etc.). While I leverage a combination of comprehensive training sessions, regular updates, and interactive resources to ensure our sales team is well-versed in our product's unique value propositions, key differentiators, and competitive advantages, I also do a couple ...Read More

    2,094 Views
    1 request
  3. What can we do if there's no Wave or MQ for our category?

    Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing β€’ 2y

    I am actually dealing with this right now! And there is quite a bit you can do to continue building analyst relations despite not fitting into a current Wave or MQ. Take advantage of (free) analyst briefings: Proactively reach out to Forrester and Gartner to set up briefings to let the analysts know what you product does, what major challenges you are solving, why you dont fit into a category, and what you might suggest to be considered as a new category. While they may not have a dedicated repo ...Read More

    1,894 Views
    2 requests
  4. What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?

    Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing β€’ 2y

    Some best practices and tools! Market Research: Competitor Analysis Tools: Leverage tools like SEMrush, Ahrefs, or SimilarWeb for comprehensive competitor analysis, including website traffic, keywords, and backlink strategies. Industry Reports: Explore industry-specific reports and studies to understand market trends, challenges, and emerging opportunities. Customer Feedback: Surveys and Interviews: Conduct surveys and interviews with existing customers to understand their pain points, preferenc ...Read More

    1,077 Views
    1 request
  5. How do you systematically organize & update your competitive intel when there's so much new information that can flow in every day?

    Michele Nieberding
    Michele Nieberding

    Treasure Data Director of Product Marketing β€’ 2y

    I really love using Klue as a source of truth, it does half of the updating for me.I also have a Google Spreadsheet tracker I use with a tab for each competitor and key categories like "product releases" where I link to any resources I can find (i.e. Product Showcase webinar, press release announcement) and add notes on "WHAT THAT MEANS" for our company.I really also love doing newsletters because you can look back and see what updates you shared, and what else you may need to consider discussin ...Read More

    886 Views
    2 requests