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AMA: Snorkel AI Director of Product Marketing, Molly Friederich on Messaging
September 15 @ 10:00AM PST
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Snorkel AI Director of Product Marketing, Molly Friederich on Messaging
Top Questions
Molly Friederich
Sanity.io Director of Product Marketing • September 15
First I'll say that once you've achieved product-market fit, the core positioning and messaging shouldn't be wildly dynamic. Creating meaning in the market demands repetition and credibility over time. To know whether a product or new capability warrants a change the messaging, I'd consider w......Read More
249 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
While I often bristle when people call out that technical audiences don't like being marketed to (the implication being other personas like fluff marketing?!), I absolutely believe that core differences in how personas evaluate solutions matter. To build trust in the value of AI/ML features, here......Read More
365 Views
3 requests
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?
Molly Friederich
Sanity.io Director of Product Marketing • September 15
As a product marketer, our most important role is setting the core messaging strategy and positioning. This means having a clear and intentional view of who you're targeting, what you need to convey, and how they should feel / what they should do after encountering your message. From a cross-chan......Read More
322 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
Cross-posting and building on a similar answer! Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long timeframe, t......Read More
510 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
To measure market messaging, I focus on resonance, clarity, and differentiation. Whenever possible, I use a mix of qual and quant strategies to get data, but in my experience, even a handful of qualitative interviews with target personas provides a treasure trove of insight. What matters most is ......Read More
320 Views
3 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
I generally anchor to the time-horizon and the purpose. Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long time......Read More
350 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
For rapid message testing, I'll rely on channel metrics that we've set baselines for in the past. Ideally you're able to identify message tests as experiments with explicit goals, for example, to increase demo request conversion. Cross-posting an answer to your related question: To measure ......Read More
352 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
Curious to see if others have had great experiences they'd like to share in the comments, as I haven't explored many bespoke message testing SaaS offerings! I've largely relied on simple survey tools like SurveyMonkey and solutions like Intercom or HotJar to gather data. I am really curious a......Read More
362 Views
4 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
I'll answer how I get to creative value props for developer-focused products, I hope that helps! 1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this d......Read More
390 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
I'll answer how I get to creative value props for developer-focused products, I hope that helps! 1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this d......Read More
293 Views
2 requests
Molly Friederich
Sanity.io Director of Product Marketing • September 15
I've used a few different panel providers for large-scale segmentation studies, messaging feedback, and more. I won't call them out by name here, but I'll suggest things to look for as you evaluate options: 1. How well can they recruit against your unique market, and how will they make sur......Read More
838 Views
2 requests
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