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AMA: New Relic Former SVP, Product and Solutions Marketing, Jon Rooney on Messaging
March 12 @ 10:00AM PST
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New Relic Former SVP, Product and Solutions Marketing, Jon Rooney on Messaging
Top Questions
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
Jon Rooney
Unity Vice President Product Marketing • March 12
Selling to developers can be difficult, often because they have a ton of say over the decision but not explicitly the budget, but marketing to developers is simpler than people think. Quickly and concretely explain what your product does and how it works/fits in with other stacks (as much as deve......Read More
1525 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
Everyone having a natural gift for messaging is an amazing coincidence, indeed :) Per "ways of testing question", the best approach is backing your messaging with methodical research that shows validation by customers, prospects and industry analysts/influencers. You still need to do your homewor......Read More
1336 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
I’ll (mercifully) go away from tech here: My go-to example is Thomas Moser, which makes really high-end, handmade furniture in Maine, has limited distribution and sells their designs at a decidedly premium price point. Years ago, before owning even a single chair was remotely in my budget, I came......Read More
1178 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
I don’t count internal debate/discussion or “inside the building” opinions to be testing per se, so I assume you mean external validation. In the realm of enterprise software (which is where I’m coming from), I’ve found 4 ways (best run in parallel then rationalized) to test messaging once you ha......Read More
1749 Views
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How do you as a product marketer create brand messaging that appeals to three highly distinct segments?
My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?
Jon Rooney
Unity Vice President Product Marketing • March 12
I assume by segments you mean industry/vertical and/or company size (SMB vs large enterprise, for example) - in that case I’d consider running methodical research work (see the other question answer on 4 recommended approaches) in different tracks aligned to each of the 3 segments, ensuring there......Read More
1025 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
Consistency is super critical and the modern agile/”move fast and break stuff” ethos does nothing but make that effort feel Sisyphean at times. If you’re in tech (particularly in an engineering-driven culture), you will fight this battle every day since, as the saying goes, everyone wants to buil......Read More
1089 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
If by technical value, you mean “what does this thing actually do?” - a lot. Most technical categories are super crowded (and if they’re not crowded, they’re nascent and not well-understood), so being precise on “we’re different in that we solve these problems in these ways” is super important so......Read More
1028 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
Some years ago, I was running a PMM team at Splunk when we introduced a new product that was a persona-driven solution for IT built on top of the core platform - it even featured machine learning capabilities before AIOps was a thing (Gartner was calling it ITOA at the time). To date, we had had ......Read More
1746 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
You need to consider competition before you even start your messaging. For me, messaging should build off of positioning and a strong positioning statement should encapsulate differentiated product strategy, including how this thing we’re offering is better than other stuff that’s out there. That......Read More
1073 Views
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Jon Rooney
Unity Vice President Product Marketing • March 12
At New Relic, the PMM team is organized by buying center/persona with a platform team that works on foundational capabilities and use cases. Rolling out new messaging is generally tied to a big event (user conference, sales kickoff, etc) and starts at the top, with delivery from the most senior l......Read More
1586 Views
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