AMA: Product Marketing Expert & Mentor, Jennifer Kay on Competitive Positioning
June 20 @ 10:00AM PST
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Product Marketing Expert & Mentor, Jennifer Kay on Competitive Positioning
Top Questions
How do you obtain competitive intelligence on a competitor's product that has very little public-facing marketing around it?
I'm about to just call and ask them if they still sell it.
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
I'm all about being resourceful and creative. If you can call and ask directly do it. If you are at a tradeshow, stop by the booth and ask. 1. Network within the Industry: Reach out to industry contacts, attend conferences, or participate in industry-specific forums and communities. Just asking ......Read More
463 Views
1 request
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
At the core of my approach as a product marketer is the belief in staying connected with customers through ongoing research and conversations. I consider it essential to have a deep understanding of their needs, pain points, and aspirations. This understanding lets me to make informed decisions a......Read More
427 Views
1 request
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
1. Develop a Competitive Playbook: Create a comprehensive competitive playbook that outlines key information about each competitor, their offerings, strengths, weaknesses, and positioning. This playbook should serve as a go-to resource for your sales team, providing them with the nec......Read More
611 Views
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Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
1. Establish a Centralized Repository: Create a centralized repository or knowledge management system to store and organize competitive intelligence. This can be a shared document, a dedicated folder structure, or a specialized competitive intelligence software tool. I use a pretty s......Read More
450 Views
1 request
Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
1. Deep Understanding of Customer Needs: Ensure your sales team has a deep understanding of customer needs and pain points. This allows them to clearly differentiate your offering from competitors, even if the functionality seems similar on the surface. 2. Highlight Unique Value Pr......Read More
437 Views
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Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
Here are several key sources and frameworks that I find valuable for gaining clarity on the competitive position. 1. Market and Competitive Research: This includes studying competitor websites, product documentation, press releases, industry reports, and analyst insights. 2. User Feed......Read More
443 Views
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Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 20
1. Lack of deep understanding of the target audience: Differentiation should be based on a thorough understanding of the target audience's needs, preferences, and pain points. Like everything in product marketing- it should start with your customer. Building parody features or postio......Read More
400 Views
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Jennifer Kay Corridon
Yelp Product Marketing Expert & Mentor • June 19
As a Product Marketing Manager , effectively communicating and sharing competitor analysis with your team and stakeholders is crucial for aligning everyone on the competitive landscape and informing strategic decision-making. Here are some recommendations for how to approach this: 1. Clearly ar......Read More
859 Views
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