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AMA: Momentive Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Brand Category
December 7 @ 10:00AM PST
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Momentive Director of Product Marketing, Global Insights Solutions, Morgan Molnar on Brand Category
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
I agree: measuring the impact of brand marketing efforts can be challenging. Below is a summary of the approach we've taken at Momentive to measure our progress against both the Momentive & SurveyMonkey brands. 1) Establish brand KPIs. Are you trying to grow overall awareness? Consideration vs......Read More
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
When business is humming along and you're planning out your roadmap for product enhancements or new features, the brand story won't play a huge role in the product roadmap. Of course, you'll want to make sure features continue to reinforce your key value props, but that can all be spun as part of......Read More
907 Views
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How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
It's been a while since we've had an integrated marketing function at Momentive, but here's how I'd envision this working: Product marketing owns: - Buyer persona research, development, and enablement - Product messaging/positioning - Go-to-market strategy (e.g. by persona, industry) - Pro......Read More
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO. Here are some of the things that brand and product......Read More
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
At Momentive, Brand and Product Marketing are closely aligned, and collaborate on many initiatives. Here are some examples: * Brand<>Product messaging: For brand messaging, PMM will consult on things like the category, brand-level value propositions, and connecting the brand narrative to ......Read More
857 Views
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Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions Marketing • December 6
There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl......Read More
1080 Views
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