AMA: Seismic Vice President, Product Marketing, Eve Alexander on Storytelling

Whenever I'm working a project that involves many people's opinions, I look for ways to bring objective data and a variety of stakeholder viewpoints into the conversation...

It can be challenging to navigate articulating differentiation when a capability is highly technical and your audience is not. As I mentioned in another response, focusin...

I'll start with the premise that our brands (or companies, or products) should be the protagonists of our stories. I'm a huge fan of "Building a Storybrand"--a book by Do...

As is the case for most of the work we do as PMM, I often try to think about metrics across three altitudes: outcomes, behaviors, and inputs. For a new narrative (e.g., e...

I'm a huge fan of Donald Miller's Storybrand framework. I typically like to use a simplified version of it, as I find that the full framework can be onerous and heavier t...

My biggest failures have typically come down to unsuccessfully driving behavior change with the field. Even the best stories, which are grounded in research and validated...

Check out my answer to the question "What strategy do you use to ensure everyone internally agrees on what differentiates you from competition?" for some practical tips a...

Customer evidence is so valuable to provide proof that your product/service/solution drives the outcomes you claim! A few techniques I've used when I can't use a customer...