Dana Foster Chery

AMA: Samsara Vice President, Product Marketing, Dana Foster Chery on Messaging

February 08 @ 10:00am PST

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Top Questions
What has been the most useful mechanism you have used to test messaging and determine the best message?
Dana Foster Chery
Vice President, Product Marketing at Samsara
Running focus groups (with a diverse collection of existing customers and another with prospects) has been one of the most useful methods that I've leveraged to test messaging. Presenting a few different narratives and messaging options directly to your target audiences, and listening to them sha...more
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around. Can you share your tips on making it great?
Dana Foster Chery
Vice President, Product Marketing at Samsara
The best analyst briefing decks that I've either seen or helped build are not filled with marketing messaging. They clearly layout what analysts typically care about, which could include the following: trends you've observed in market you operate in, the challenges your product(s) solves, overvie...more
Do you have any books you'd recommend to get better at messaging?
Dana Foster Chery
Vice President, Product Marketing at Samsara
Getting better at messaging can entail a few things and can depend on what exactly you want to improve (ie. having strong frameworks/structure, consistency in writing styles and tone, persuasion, etc.). However, what I always strive to get better at is storytelling. A few books that either direct...more
What is the best product pitch (deck, video, one pager, website) you've ever seen/heard and what made it stand out?
I'm building out a product pitch deck and curious what common qualities there might be amongst the messages that really resonated with this community.
Dana Foster Chery
Vice President, Product Marketing at Samsara
What makes the best product pitch (deck, one pagers, videos, webpages, etc.) is that it is not a standalone asset. I've see lots of strong product pitch assets, however, if they exist in a vacuum/individually rather than as part of a larger journey or campaign then they can become forgettable pre...more
How do you ensure your entire sales team gets the messaging?
Dana Foster Chery
Vice President, Product Marketing at Samsara
This largely depends on the size and distribution of your sales team. On one end, if you have a small, locally based sales team then this is managable and usually lower effort than what you'd need to do on the other end of the specturm for a massive sales team that is highly geographically distri...more