AMA: Shopify Senior Product Marketing Lead, Stephanie Kelman on Messaging
April 16 @ 10:00AM PT
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Included Templates
Shopify Positioning & Messaging Framework
👋 Stephanie Kelman
I’ve been in product for over 17 years and I love it! I’ve done everything from inspirational consumer brands like Nike and Abercrombie to tech innovators like Shopify. I love bringing new products to market and growing teams. Contributing to this community brings me joy.
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
Shopify Senior Product Marketing Lead • 2y
I love this question because I love using customer quotes and data proof points to craft impactful messaging. You are already in a great position to create a strong sales...
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What is your messaging strategy for a new product that is early in its lifecycle, but is a differentiator for the company?
The promise of it is alluring but actual applications and the back end infrastructure is not ironed out yet.
Shopify Senior Product Marketing Lead • 2y
I agree there is value in getting ahead of the market and positioning your new, amazing product early in its lifecycle. This can also be risky if use cases and backend in...
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Shopify Senior Product Marketing Lead • 2y
My team manages the sign off process by putting key reviewers and stakeholders names at the top of the brief to check off after they have reviewed the content. Make sure ...
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Shopify Senior Product Marketing Lead • 2y
My favorite product marketing mentor always gave me the best advice to ensure my messaging was differentiated. What is the one thing you can say that your competitor cann...
967 Views
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Shopify Senior Product Marketing Lead • 2y
My team re-looks at messaging every 3-6 months. It's important to keep messaging fresh, relevant, and accurate with small tweaks. With that said, don't feel like you need...
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What are the best practices that you have employed to create a closed-loop product messaging?
Messaging that is not just in one silo of the org. but goes through demand gen. campaigns and ISR/SDR pitches. Gather feedback from MQL, SQL's and pipeline generated from that messaging and finally use those insights to appropriately tweak the messaging.
Shopify Senior Product Marketing Lead • 2y
The best messaging needs to be closed-loop, meaning that it is used throughout all of the areas of business and receives regular feedback. Product marketing needs to be t...
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Shopify Senior Product Marketing Lead • 2y
The best way to resolve conflicting opinions from key stakeholders on messaging is to test and validate your messaging with your target audience. If you have data, even q...
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What messaging framework do you use?
Would love frameworks to share.
Shopify Senior Product Marketing Lead • 2y
Yes! There is a template attached to the AMA that I use with my team at Shopify. You can also create your own with these guidelines in mind. Separate your audiences Wr...
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Shopify Senior Product Marketing Lead • 2y
Crafting compelling messaging for features that your competitors already have can be difficult since it's hard to find a competitive advantage in this instance. When I'm ...
712 Views
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Shopify Senior Product Marketing Lead • 2y
It's important. When it comes to marketing, impact is the thing we’re all trying to achieve at the end of the day. If you don’t measure impact, you don’t know if your me...
614 Views
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Shopify Senior Product Marketing Lead • 2y
I get it - it is so hard to avoid using cliche terms. These words are front and center in our marketing vocabulary but we all know that they are watered down and abused b...
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Shopify Senior Product Marketing Lead • 2y
The best approach for messaging a technical audience is to lead with clear and concise language. Avoid any language that is vague or ambiguous. Technical audiences can sp...
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Shopify Senior Product Marketing Lead • 2y
There are several ways to get quantitative data on your messaging using online testing tools and A/B tests. However, you need time and volume to get an accurate read and ...
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Shopify Senior Product Marketing Lead • 2y
Trying to position your product as competitive when in reality it’s on par with the market can be so tough. This is especially true if you’re crafting messaging for a new...
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Shopify Senior Product Marketing Lead • 2y
The most effective approach to rolling out messaging that internal GTM teams will use is to bring them along on the journey with you. It's important to build trust and sh...
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Shopify Senior Product Marketing Lead • 2y
It is the perfect time to iterate and optimize your messaging after you receive strong performance metrics and client feedback. This information will either validate your...
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