AMA: OpenTable Director of Product Marketing, Connie Woo on Messaging
January 4 @ 10:00AM PT
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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.
OpenTable Director of Product Marketing • 4y
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 o...
498 Views
2 requests
OpenTable Director of Product Marketing • 4y
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 ...
1441 Views
1 request
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?
OpenTable Director of Product Marketing • 4y
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...
574 Views
1 request
OpenTable Director of Product Marketing • 4y
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,...
393 Views
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OpenTable Director of Product Marketing • 4y
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 ...
385 Views
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OpenTable Director of Product Marketing • 4y
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...
1485 Views
1 request
OpenTable Director of Product Marketing • 4y
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...
884 Views
3 requests
OpenTable Director of Product Marketing • 4y
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 & Dev...
1326 Views
2 requests
My CEO is always saying we are selling a commodity. How do you create messaging and positioning around something that is considered undifferentiated?
Any good resources for developing your skills? Is there a good class or a book?
OpenTable Director of Product Marketing • 4y
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 s...
892 Views
1 request