AMA: OpenTable Director of Product Marketing, Connie Woo on Messaging

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 ideas and identify some high-level trends, but quantitative insights will really help you validate and refine. With qualitative, I'd encourage you to focus on key customer/user pain points and needs (ra ...Read More

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, went to industry events and I even did a "stage shift" at a restaurant nearby. It's so important to understand what your audience's key pain points are, how they speak, what they actually care about (ev ...Read More

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 a lot of what you do know directly. Some of my favorite projects in my career were when I've allowed myself to carve out the time to be the student of my own product. I would study the customer use cases ...Read More

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-slider with a headline message and 2-3 supporting or key points. It's just a way to directly answer "what are we saying" 2. How I got there - key audience insights, industry trends, data points or consideratio ...Read More

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, went to industry events and I even did a "stage shift" at a restaurant nearby. It's so important to understand what your audience's key pain points are, how they speak, what they actually care about (ev ...Read More

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 qualitative and quantitative. Customer case studies and testimonials from highly influential/well-known customers can really strengthen your messaging, especially if you're in an industry where social c ...Read More

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, so everyone is on the same page about strategy.  Messaging is how you're going to get your target audience to buy into your product. It has a greater element of creative zest to charm the audience you're ...Read More

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 Many sales people are visual learners. Development video walkthroughs, case studies, etc  Bring them along the positioning and messaging journey. That helps them feel bought into the decision-making! And who knows, ...Read More