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Andy Yen

AMA: ServiceNow Senior Manager, Global Partner Marketing, Andy Yen on Competitive Messaging

January 17 @ 10:00AM PST
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ServiceNow Senior Manager, Global Partner Marketing, Andy Yen on Competitive Messaging
Top Questions
What's your cross-channel messaging development process?
How much do you tailor the messaging for your specific marketing channels, what informs this and how do you measure that it's effective for the channel?
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing Director • January 17
One of the most exciting opportunities in partner marketing is to scale messaging across different channels. Some of these channels may be new to your company and your core marketing team, and you'll learn a ton by collaborating with other marketers across these channels. But it's also critical t......Read More
747 Views
2 requests
What are some messaging courses you would recommend?
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing Director • January 17
I've taken two professional development courses on messaging (Pragmatic Marketing, Magnetic Speaking Messaging Course), and several marketing courses online and through school.  My major takeaway from all of these courses is that marketing is about influence, and as a marketer you need to be t......Read More
533 Views
2 requests
Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing Director • January 17
The frameworks that I use for positioning and messaging have changed over time, as I've advanced in my marketing career in enterprise tech. Earlier in my career (when I was in product marketing), we would approach positioning and messaging for a major product launch. There were a few frameworks t......Read More
7471 Views
3 requests
What are your go to resources you use to gather competitive intelligence about other vendors? How do you compare your product features with those of others?
Andy Yen
Andy Yen
ServiceNow Global Partner Marketing Director • January 17
I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow). To be honest, I think the biggest competitor that I've always come across is the status quo (doing nothing) since there are so many influencers and decision-makers in an enterprise tech sales cycle.  Here are the m......Read More
1138 Views
2 requests