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AMA: Snowflake Director, Product Marketing, Alexandra Gutow on Messaging
November 4 @ 10:00AM PST
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Snowflake Director, Product Marketing, Alexandra Gutow on Messaging
Top Questions
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
I actually tend to take bits and pieces from different ones that I've used in the past to create my go-to. Whatever framework you use should help you get to a focused opinion on the tagline, elevator pitch, and 3 benefit pillars. This means it should capture who is this for (primary personas) and......Read More
10873 Views
8 requests
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
2 pieces of advice here: 1) Take a look at the messaging from other companies (even outside of your market or industry). Who is really nailing it and what do you like about it? And who are the players that you still can't figure out what they do? See if you can start to incorporate some of the a......Read More
1747 Views
4 requests
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
I believe 2 parts of this have already been answered, but for the persona-/vertical-based question, yes! If you're taking to a user vs an executive, those messages likely will be very different. And likely same if you're talking to a bank vs a retailer. However, the challenge for product marketin......Read More
757 Views
2 requests
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
One of my biggest criteria for success is how much messaging is repeated. Whether that's by your sales team, customers, media/articles, etc. So I tend to bring testing and validation into the messaging process pretty early and collect that qualitative data. I'm a big fan of going directly to acco......Read More
819 Views
6 requests
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
Similar to how you need to enable sales when you roll out new messaging, you need to enable your marketing partners as well, especially if they're part of a cross-functional launch. I encourage marketing to attend the sales trainings, but it's usually also worth doing a dedicate session with folk......Read More
739 Views
2 requests
How do you incorporate voice of the customer into positioning and messaging?
Curious to know how customer research works best in your experience and how to drive to actionable outputs like positioning and messaging.
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
I love bringing the voice of the customer into messaging! It's one of the most powerful inputs you have. Nothing beats actually talking to or hearing from customers. Shadow some sales calls. Listen to customer presentations at meetups/conferences. Schedule interviews with your "friendlies". This ......Read More
725 Views
5 requests
Alex Gutow
Snowflake Senior Director of Product Marketing • November 4
I love this question! This is one of my favorite parts of product marketing - getting to translate deeply technical concepts into what actually matters. As much as possible, I encourage you to dig into the technology. Spend time with your product and engineering teams to really understand what is......Read More
1261 Views
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