Sharebird
MentorsAbout Us
Sign Up / Sign In
Ask me anything
AMA Page
Christina Lhi

AMA: Square Head Of Product Marketing, Ecommerce, Christina Lhi on Competitive Positioning

September 14 @ 10:00AM PST
View AMA Answers
Square Head Of Product Marketing, Ecommerce, Christina Lhi on Competitive Positioning
Top Questions
How do you stay on top of competitors when it's a crowded market and things are changing every day?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
Ongoing: Google alerts to get pushed industry and/or competitive content, subscribing to your competitors lead gen lists, reading earnings call transcripts. From existing customers, (SAM teams can help here a lot!) understand who is churning and where are they switching, or any complementary prod......Read More
726 Views
1 request
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
Like any good marketer, it's about knowing your end customer and how they would like to consume information. All sales teams are different and finding the right communication methods (format, frequency) is important to align on up front so that you can focus your energy on being efficient and eff......Read More
1407 Views
1 request
What type of customer research do you do pre-launch to help you have a great product launch?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
It is always a good idea to factor in some time for research pre-launch to make sure your messaging is resonating with your target customer. In the past, I've done this both via quant surveys (Pros: more data driven confidence levels but Cons: Finding the right prospect audience can be expensive)......Read More
3360 Views
1 request
What is the difference between messaging and positioning?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
I like to think about positioning as the internal facing framework of how you want your sellers to perceive, understand and feel about your product. Positioning informs your messaging. It can reflect the vision for your product, key differentiators, and defines what your product is. Messaging is ......Read More
2108 Views
1 request
How often do you talk to customers, or do qualitative + VOC research?
Is it continuous or at specific campaigns?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
All the time! It is so critical for PMM teams to talk to customers to understand their pain points, their jobs to be done, their delighters, motivations, etc. It's also important for GTM teams to have a pulse on customer feedback via customer success, sales and account management in order to unde......Read More
2000 Views
1 request
Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
This is a great question. Overall, product differentiation is key and one of the roles I really enjoy within PMM is having such a pulse and influence on what differentiates your product in the market - but it's not enough to just be different, it needs to matter to your customer and it needs to c......Read More
3141 Views
2 requests
What are the top documents you create when working on Competitive Positioning programs?
Christina Lhi
Christina Lhi
Square Head Of Product Marketing • September 14
Some key documents that my teams have implemented for competitive positioning are starting with data gathering on points such as: key value props, feature set, target customers, pricing, strengths, customer perception. Partnering with brand and demand gen teams on creative campaign insights and m......Read More
3240 Views
2 requests