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

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...more

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...more

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...more

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...more

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-...more