AMA: Intercom Former Sr Director of Marketing, Matt Hodges on Messaging
October 31 @ 11:30AM PT
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Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and ...
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How do you develop messaging that grabs attention in a crowded market?
We're in the sales development space and it's hyper competitive. It's hard to create messaging that cuts through the noise of all of our other competitors.
Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
Tell a compelling story. A story that resonates with your target audience. Something that speaks directly to the pain they are experiencing and/or describes a future stat...
1346 Views
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Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :) ...
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Any suggestions on how to build and validate market driven messaging, versus the easier and more prevalent product/feature centric messaging?
In the tech industry, so many product marketing teams default to very product driven/feature centric messaging in the name of appeasing a technical audience. Market driven messaging often becomes too watered down for technical audiences.
Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
For guidance on how to build messaging, see my answer to, What are good messaging framework resources that you use?. In terms of how to validate it, I’d recommend a combi...
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Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email: It’s thoughtfully targeted and relev...
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Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitm...
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Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
What's the saying, "imitation is the best form of flattery"? It's impossible to prevent competitors from copying your messaging (and product to some extent even). Inste...
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