Connie Woo

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

January 04 @ 10:00am PST

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Top Questions
How does a Product Marketer become better at crafting effective messaging?
Connie Woo
Director of Product Marketing at OpenTable
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,...more
How do you engage a Sales organization about a misunderstood product?
Connie Woo
Director of Product Marketing at OpenTable
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...more
How do you adjust messaging when scaling upmarket without alienating an existing SMB customer base?
Connie Woo
Director of Product Marketing at OpenTable
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...more
We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?
Connie Woo
Director of Product Marketing at OpenTable
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 ...more
As a new product marketer I am struggling with messaging. What is the best way to develop this skill?
Connie Woo
Director of Product Marketing at OpenTable
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,...more
When even your CEO says you're selling a commodity, how do you think about messaging something different from your competitors to your clients?
Connie Woo
Director of Product Marketing at OpenTable
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...more
How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations?
Connie Woo
Director of Product Marketing at OpenTable
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...more
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
Director of Product Marketing at OpenTable
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...more
How do you define what the difference is between positioning and messaging? And when have you used either?
Connie Woo
Director of Product Marketing at OpenTable
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...more