Alissa Lydon

AMA: Mezmo Director of Product Marketing, Alissa Lydon on Messaging

October 11 @ 10:00AM PST
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Mezmo Director of Product Marketing, Alissa Lydon on Messaging
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Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
When positioning your product against competitors, messaging should really focus on the key differentiators (i.e., what do you do better than competitor X?). To accomplish this, I start with the core use cases that our product supports and then map our features accordingly. From there, you can do......Read More
503 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
Almost everything I learned about messaging I learned by watching other companies who do it really well. These can be similar players in your space (even competitors), or even products/brands you really admire. What are the things that they talk about that help them stand out, and how can you app......Read More
908 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
Messaging is notoriously difficult to train teams on because it is all-encompassing and ever-changing. To help make messaging more accessible, I find maintaining a few different assets helpful. Firstly, you will want a primary messaging doc that is multiple pages long and includes every detail......Read More
346 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
There are a few key components of messaging that are crucial, no matter what framework you are using: * Define the problem statement. What is happening in the market that necessitates your solution, and what are the business impacts? * In an ideal world, what does the solution look like? Th......Read More
403 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
I've read a couple of great books on building messaging. The two I enjoyed the most were: The Aha Moment by Andy Cunningham. She has worked with some of the most iconic brands in tech (including Apple during Steve Jobs' heyday). She provides a great framework for understanding what she calls "......Read More
1175 Views
1 request
How do you consider messaging hierarchy in the messaging of the product?
Do you consciously think about the company's messaging and even the broader product portfolio's messaging that needs to be considered when building out messaging?
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
Messaging is made up of two equally important components - Brand and Product. Brand messaging encompasses the product, vision, market, customers, culture, and more. It can be much more aspirational and future-facing. This is normally owned by corporate marketing, or maybe you have a specific b......Read More
647 Views
1 request
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
This is always difficult to find time for (really anything post-launch is hard to prioritize, we are all guilty of getting to launch and moving on to the next shiny object!). But one thing I find helpful is to align messaging updates with roadmap updates. Updating the roadmap is a pretty standard......Read More
322 Views
1 request