AMA: Shopify Director, Revenue & Product Marketing, Kevin MacGillivray on Messaging
January 14 @ 10:00AM PT
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Pressable Chief Marketing Officer • 1y
We leverage internal tools to store and organize messaging frameworks (and all other marketing assets). Once messaging is fully documented and approved we upload it into ...
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Pressable Chief Marketing Officer • 1y
There are many different ways to test the success of messaging. A few common best practices include:A/B testing different messaging - this can be done in product, via ema...
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Pressable Chief Marketing Officer • 1y
My product marketing team is currently organized in a hybrid manner:Part of my team is organized by product - these folks pair very closely with their R&D counterpart...
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Pressable Chief Marketing Officer • 1y
Accessibility - you need to make sure key messaging docs are accessible to the stakeholders that are using themEngagement - you need to engage key folks who will be lever...
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Pressable Chief Marketing Officer • 1y
A few great ways to use AI for messaging:Measure the efficacy of your external messaging by asking an AI tool "what the value prop for product x is". If the response come...
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How do you pitch and approve messaging with internal senior stakeholders? What are the best tactics you've previously used?
Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.
Pressable Chief Marketing Officer • 1y
One way I have found success here is to focus on (2) key review/approval moments:Early Stage ReviewApproval on goals/objectivesApproval on target audiences + KPI'sPropose...
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Pressable Chief Marketing Officer • 1y
Key documents include:Master Messaging Doc - includes the most detail and the most structured framework. This is mostly used as a reference document rather than something...
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