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AMA: Momentive Director of Product Marketing, Mike Greenberg on Competitive Messaging
January 4 @ 10:00AM PST
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Momentive Director of Product Marketing, Mike Greenberg on Competitive Messaging
Top Questions
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
I'm a big fan of A/B testing, but it can take a lot of time, and you need to be careful not to change things up-funnel if you want a clean result, which can be paralyzing. The best approach is to get an initial signal on your messaging through other means (like a Message Testing solution), then m......Read More
451 Views
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Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
I won’t sugar coat it: localization is hard. While I’d love to give you some magic advice that will ensure your messaging resonates globally, the reality is that geographic segmentation and market insights are as important as any other work you may be doing to personalize your messaging and GTM s......Read More
788 Views
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Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
There's always a cost! * You can interview existing customers to validate whether proposed messaging resonates, but it's difficult to get validation at scale this way (certainly nothing quantifiable), and super time-consuming. * You can A/B test proposed messaging in-market — on your ho......Read More
383 Views
1 request
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversions, time spent, etc.) and qualitative signals (from buyer interviews, listening to sales calls, etc.), to take a best guess at ......Read More
1873 Views
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Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
I'd describe positioning as how we want to be perceived in the market, and messaging as the customer-facing language that proves it. But in practice, I've rarely (if ever) had this specific conversation at Momentive outside of PMM: it tends to be pretty marketing-centric. What I've learned from i......Read More
913 Views
2 requests
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
Great question (and there are a few others around messaging development process that I’ll use this response to cover). We have a few processes and frameworks in place that really help with XF alignment. First of all, if you don’t have one, I recommend developing a messaging framework or templa......Read More
825 Views
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Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
As far as your approach to messaging, there’s probably more in common than there are differences in engaging B2C and B2B buyers (there are more differences in GTM strategy than messaging). I’ve spent a lot of my career in the gray area in-between these buyers, as PMM for consumer productivity app......Read More
561 Views
1 request
What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch?
For marketing materials like website and press releases, do we need to stay focused on messaging for the end-users only?
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
The short answer is that you'll need to develop messaging with both audiences in mind, and apply the correct messaging (or combination of messages) based on the target audience and funnel stage for each part of your GTM strategy. At Momentive, our SurveyMonkey product spans self-serve and ente......Read More
298 Views
1 request
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
Short answer: we use our own (Momentive) message testing solution since this is the market we're in and we have a market-leading product. Not to toot our own horn too much, but here's what I like about our offering that I would look for in any solution you're considering: * The respondent panel......Read More
799 Views
1 request
What is the best product pitch (deck, video, one pager, website) you've ever seen/heard and what made it stand out?
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.
Mike Greenberg
SurveyMonkey Director of Product Marketing • January 4
My best advice here is not to skimp on establishing credibility: lead with something compelling that tells your pitch audience why they should listen to what you’re about to say, and why they should believe you above other companies they may be hearing from. All other things being equal, brand re......Read More
411 Views
1 request
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