AMA: New Relic Former SVP, Product and Solutions Marketing, Jon Rooney on Messaging
March 12 @ 10:00AM PT
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 t...
1372 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
When I was at New Relic, the PMM team was organized by buying center/persona with a platform team that worked on foundational capabilities and use cases. Rolling out new ...
2275 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 (particu...
1149 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 ...
2471 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 ...
1691 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 encapsu...
1148 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?
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 (s...
1214 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 methodi...
1451 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 soft...
2078 Views
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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.
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
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 ...
2270 Views
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