AMA: Ramp Head of Product Marketing, Nami Sung on Messaging

I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be useful and are helpful for many, many people.So, for me, if I'm trying to get internal buy-in on messaging, I try to keep it as simple, concise, and as contextual as possible. Target audience, value prop, 3 b ...Read More

Typing quickly, so excuse any typos! Competitors will always have a common set of features. Every pizza needs a crust and some toppings – what they are, how they manifest, how they taste – that's what's different. So, first, I'd think: What's unique about my set of features? Are they solving for exactly the same use case? How do they play alongside our other products and features, in ways that they unlock a different set of use cases? This relates to a previous question about marketing a group o ...Read More

Important! Otherwise, messaging is just a mess of words and concepts that you're pulling out of your head (or the other end) to sound smart. Okay, that was a bit crude, but once again, thinking and typing fast right now. This question is a bit vague, so I'm going to take some liberties with my answer. Yes, it is important to validate messaging. Ways to validate messaging: Prospect and customer research - interviews, surveys, focus groups. Is what you're saying relevant and resonating? Competitiv ...Read More

Ha. Take off your marketing skin and try to channel your inner human. Is this how a normal non-marketing person would say it to their ride share driver or Trader Joe's bagger? Read it aloud. Then, read it aloud again to your friend or partner. If you can't say it with a straight face or any tinge embarrassment, then scrap it. Okay, but also, some cliches exist for a reason. They're convincing to enough people. Lots of companies say #1 for a reason. Some people might roll their eyes or ignore it ...Read More

Put the product aside and think about your audience (whether they're buyers or end users). What are their JTBD? What are the major challenges they're facing? Then, examine the products you have at hand. What are the various use cases they unlock? Think of the products and features as ingredients - and the value you're trying to show case to your audience as meals. You're trying to come up with a dinner plan. You wouldn't create an entire meal with just one type of ingredient (let's say broccoli) ...Read More

Besides segmenting customer groups by any number of more static characteristics (industry, role, geography, tenure, company size), you can personalize based on behaviors and actions. If they've taken an action (they just signed up for X), or need to (trial is ending) By the extent of impact or value they'll see if they take an action (likely to be big spenders? likely to see major savings?) Features they're already using or not using Off-platform behaviors But if you're asking about how to perso ...Read More