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Hally Pinaud

AMA: Podium VP, Product Marketing, Hally Pinaud on Messaging

February 1 @ 10:00AM PST
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Podium VP, Product Marketing, Hally Pinaud on Messaging
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Hally Pinaud
Hally Pinaud
Apollo.io VP, Product MarketingFebruary 1
I call this the "seagull phenomenon." It's kind of incredible how many folks can swoop in to make a mess on a messaging project. As a product marketer, your challenge is to find ways to make key stakeholders heard, but also curate their input on your path to messaging that works. Four hard-won t......Read More
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3 requests
Hally Pinaud
Hally Pinaud
Apollo.io VP, Product MarketingFebruary 1
If you get to know who you're talking to, it's a lot easier to know what to say. That's a core tenet of messaging and being a good conversationalist in general. Your first step with a question like this is to establish buyer personas. Who's involved in the buying committee? Are they the key deci......Read More
484 Views
4 requests
Hally Pinaud
Hally Pinaud
Apollo.io VP, Product MarketingFebruary 1
With early career product marketers, I find that messaging struggles are often tied to one or more of the following things:  * Not knowing where to start * Issues editing / punching up the language  * Developing messaging in a vacuum  * Not the messaging itself, but getting stakeholder buy-i......Read More
1026 Views
4 requests
Hally Pinaud
Hally Pinaud
Apollo.io VP, Product MarketingFebruary 1
Never stop iterating. But first, let's establish that there are degrees of iteration. To use a home improvement analogy, there's down-to-the-studs rebuild and then there's freshening up the paint. The latter should happen all the time. Basically anytime you have a notable release. The former req......Read More
672 Views
4 requests
Hally Pinaud
Hally Pinaud
Apollo.io VP, Product MarketingFebruary 1
Others have said this but it bears repeating: if you product is truly undifferentiated, then marketing is your path forward. Feature/function is a losing battle in this scenario. Figure out your brand marketing and how to give the buyer a little something extra that makes your product the top-of-......Read More
350 Views
1 request