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AMA: OpenTable Director of Product Marketing, Connie Woo on Messaging
January 4 @ 10:00AM PST
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OpenTable Director of Product Marketing, Connie Woo on Messaging
Top Questions
Connie Woo
OpenTable Director of Product Marketing • January 4
I don't think it's an either or (qualitative vs. quantitative), it really depends on how you use those insights throughout the recommendation process. I believe both are vital as you are brainstorming and ideating. Qualitative insights (user feedback, sales feedback, etc) may help jump start some......Read More
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Connie Woo
OpenTable Director of Product Marketing • January 4
This is where segmented messaging becomes important. You can't just assume you can apply the same messaging to different audiences. For example, in your messaging briefs, you should be break down each target audience: what are their main pain points/needs, what is the positioning+key messaging, w......Read More
328 Views
2 requests
What are different messaging processes that you do? And which ones work best to help team/stakeholders come to consensus faster?
A/B testing and spending on messaging research are ways that we can test out messaging, but if we don't have budget to do that, are there other ways to qualify it besides having team members or some stakeholders provide input and attempt to wordsmith until concensus is reached?
Connie Woo
OpenTable Director of Product Marketing • January 4
I find it helpful to put together a simple exec-level deck that incapsulates the key messaging, how I got there, and how it'll show up. I use that deck to organize my own thoughts concisely, as well as socialize with/gain feedback from stakeholders. 1. Key messaging - this is usually a one-slide......Read More
513 Views
1 request
Connie Woo
OpenTable Director of Product Marketing • January 4
Messaging will really differ based on the target audience you are messaging for, so developing empathy for your target customer is key. When I joined OpenTable, I spent a lot of time with account execs and account managers, I shadowed local customer meetings, I subscribed to every industry trade,......Read More
791 Views
1 request
Connie Woo
OpenTable Director of Product Marketing • January 4
Messaging will really differ based on the target audience you are messaging for, so developing empathy for your target customer is key. When I joined OpenTable, I spent a lot of time with account execs and account managers, I shadowed local customer meetings, I subscribed to every industry trade,......Read More
504 Views
3 requests
Connie Woo
OpenTable Director of Product Marketing • January 4
Obviously you want to lean into your leading value props and what makes your product uniquely not a commodity, but I understand that could be difficult depending on the situation! In this case, you can lean into proof points to really underline the key value points. Those proof points can be both......Read More
830 Views
1 request
Can you share your perspective and best practices for repositioning a mature, market-leading product?
We often talk about product messaging in the context of a new product launch.
Connie Woo
OpenTable Director of Product Marketing • January 4
Good point! I actually find repositioning work to be some of the most fun and rewarding type of product marketing work. With new product launches you often need to work off a lot of assumptions, related research or things you don't know. For repositioning a more mature product, you can work with ......Read More
415 Views
2 requests
Connie Woo
OpenTable Director of Product Marketing • January 4
Positioning is the strategy behind the marketing of your product. It incapsulates what the product is, who it's for and what value it adds, and is backed by research and insights. Positioning often comes to life in internal materials (e.g., briefs, GTM plans, etc) and sales enablement/training, s......Read More
877 Views
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Connie Woo
OpenTable Director of Product Marketing • January 4
There are a few ways: * Arm them with customer evidence/case studies that prove the right use cases for your product * Work in close partnership with your Learning & Development/Sales enablement team to put together a training plan * Rely on your sales leadership to motivate their teams......Read More
825 Views
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