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AMA: Oracle Former Director, HCM Product Marketing, Sarah Lambert on Messaging
October 20 @ 10:00AM PST
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Oracle Former Director, HCM Product Marketing, Sarah Lambert on Messaging
Top Questions
What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.
Also looking for reference materials to help guide this process
Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
This is a tough one but I would suggest doing a messaging framework for each product and then the platform as whole. This will help to determine what the true value of the platform might be - is it purely that you have the products together in one place or are you mitigating risk by integrating t......Read More
1524 Views
1 request
What's your cross-channel messaging development process?
How much do you tailor the messaging for your specific marketing channels, what informs this and how do you measure that it's effective for the channel?
Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
Each channel has its own parameters for success be they length of message, medium or tone. I tailor my cross-channel message based on the channel audience and length but always connect back to the overarching messaging framework. The need for consistency in messaging - and reiterating the message......Read More
1184 Views
1 request
Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
You have to start with understanding your audience and your product. For the audience – understand their key business issues and pain points and for the product, understand the differentiators / value drivers so you can craft a message that connects your product as a solution for your audience’s ......Read More
1056 Views
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Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
A truly successful pricing and packaging exercise can't be completed in a vacuum which means competitive positioning must be included in the discussion. The main reason is that you don't want to create EXACTLY the same pricing and packaging approach as your competitors but you also need to be awa......Read More
2366 Views
2 requests
Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presen......Read More
1395 Views
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Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my di......Read More
5463 Views
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Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
There’s an old saying: PR is the coverage you pray for and Marketing (Advertising) is the coverage you pay for. With PR messaging, the limitations to what can be said and what will catch the media’s eye are vastly different than the ways marketing can share a similar story. In my experience, PR i......Read More
1234 Views
1 request
Sarah Lambert
Symphony Talent Head of Product Marketing • October 20
I would suggest practicing by creating your own messaging frameworks for some of your favorite products or companies be they B2C or B2B. This should help you to start to think through the different proof points and differentiators because you’ll already be aware of the competitive landscape and h......Read More
2234 Views
2 requests
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