AMA: Momentive.ai Vice President, Product Marketing, Priya Gill on Messaging

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 less meaningful, like engagement rates on content that we've created or product launch metrics which are more a moment in time.  I think that it's totally fine that we don't directly drive the major metrics I mention ...Read More

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 your product solves, and customer proof points. It’s short, sweet and to the point. The only challenge is that it can be very difficult to find a market shift / trend that’s truly unique, so more often t ...Read More

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 it relates to the problem space your target buyer is looking to solve) Product knowledge: What features and functionality are we delivering and how does that translate into a unique value proposition and set o ...Read More

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 year with the rebranding of SurveyMonkey to Momentive. We found through our research that despite the strong aided and unaided brand awareness that we had with SurveyMonkey, the name was becoming very li ...Read More

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 competitive products, free or paid versions, to really understand their feature set and how it compares to ours. I also study their website, blogs and press releases to get an understanding of how they m ...Read More

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/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your m ...Read More

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. Old habits are hard to change but there a couple of tactics that typically work out well: Ensure you have alignment and buy-in with Sales leadership. Sales reps trust their managers and leaders more tha ...Read More