AMA: Shopify Senior Product Marketing Lead, Robin Fontaine on Storytelling

First, you need to become an expert in your competitive landscape. Do the research, do the analysis, then do the storytelling and debate with your team. Involve stakehold...

If it is truly a differentiator, then it will have benefits, and that is what you should focus on. What does that proprietary algorithm allow your product to do that othe...

Almost always, a better approach is to make your target customer the protagonist of the story. No one really cares about your product. They care about how it will help th...

This is truly the art and the craft of marketing. To do this well you need to have a crystal clear idea of what sets your product apart, what matters most to your audienc...

You should be able to see the results of an effective product story in the channels where it is used. If your company runs ads, and they start using your revamped product...

There are many tried and true frameworks or this. Here are some I use: STAR Method There’s one you’ve likely been told to use in interviews: The STAR method, which stand...

When I was hired at Patreon to build and lead the product marketing function, my first big project was a repricing and packaging exercise. Among other things, we wanted t...