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AMA: Momentive.ai Vice President, Product Marketing, Priya Gill on Messaging
December 8 @ 10:00AM PST
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Momentive.ai Vice President, Product Marketing, Priya Gill on Messaging
Top Questions
How do you measure the impact of product marketing in your company?
The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
There are 3 that I primarily look at that PMM influences (not directly drives): * Pipeline / Bookings (Demand gen / monetization efforts) * Win rates (Sales enablement and content) * Product adoption (Growth efforts) There are metrics that we can directly tie to PMM but that I find to be les......Read More
2019 Views
2 requests
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
There are 3 core areas that I ensure I have a solid understanding of before I create new messaging and positioning: * Target buyer(s) & their pain points: Get a clear understanding of who my target buyer is (budget, motivation to buy, purchase blockers) and what their pain points are (as ......Read More
1240 Views
3 requests
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
In the B2B space, getting Sales to fully adopt new messaging is almost always a challenge, especially for a product or service that has existed for quite some time. In many cases, you’ll find that even after extensive training, they may end up reverting back to their standard discovery and pitch.......Read More
862 Views
3 requests
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
From a tool perspective, I've been leveraging Crayon to get up to date insights on our competitiors and shifts in the competitive landscape. Doing win/loss interviews is also incredible insightful, and we leverage Clozd for that. But the best way I stay ahead of the competition is actually using ......Read More
759 Views
1 request
Can you share your perspective and best practices for repositioning a mature, market-leading product?
We often talk about product messaging in the context of a new product launch.
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
In many cases when you’re trying to reposition a mature, market-leading product, it’s because 1) you’re either trying to change your target market’s perception of your product / product portfolio or brand relative to the competition. Interestingly enough, this is exactly what we did earlier this......Read More
1056 Views
3 requests
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Devel......Read More
863 Views
2 requests
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
Momentive ;) In all seriousness though, I leveraged SurveyMonkey (now Momentive) in the past and of course, present for message testing, product name testing, product concept testing, etc. With our Market Research panel, there's access to over 50M people and you can find your ideal respondants by......Read More
1064 Views
1 request
What is the best product pitch (deck, video, one pager, website) you've ever seen/heard and what made it stand out?
I'm building out a product pitch deck and curious what common qualities there might be amongst the messages that really resonated with this community.
Priya Gill
SurveyMonkey Head of Global Marketing • December 8
This pitch deck is commonly sited as one of the best: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0 And I’m not surprised to see that because it has all of the elements you’d likely see in a pitch deck: a unique market shift and the challenges it presents, how......Read More
1538 Views
2 requests
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