AMA: ThoughtSpot Senior Director of Product Marketing, Christine Sotelo-Dag on Messaging
April 18 @ 11:00AM PST
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ThoughtSpot Senior Director of Product Marketing, Christine Sotelo-Dag on Messaging
Top Questions
What are the best practices that you have employed to create a closed-loop product messaging?
Messaging that is not just in one silo of the org. but goes through demand gen. campaigns and ISR/SDR pitches. Gather feedback from MQL, SQL's and pipeline generated from that messaging and finally use those insights to appropriately tweak the messaging.
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
Creating a closed-loop messaging program / projects largely sits in how you set these programs and projects up. When I've done Company / Platform messaging creation or updates I like to kick the project off with aligning on the goals of messaging, ensuring my internal stakeholders know: 1. What a......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
There are a few parts that go into this at the foundational level, that I think help when doing the tactical writing for gap closing features. Prior to writing any code, you and your product counterparts should have aligned on the why behind building this feature (ie X competitor has it, and we ......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
While I was working at Intercom under Matt Hodges he recommended our entire team read 'On Writing Well' and I still go back to this book often for tips on good writing. Although, it's not specifically teaching how to avoid cliches, it does help the reader with tips on keeping writing clear and su......Read More
372 Views
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
Message testing is really important and often overlooked, however there are several ways to qualitatively test your messaging that are rather easy to implement. 1. A/B Testing: Conduct A/B tests where you create two or more variations of your messaging and expose them to different segments ......Read More
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Can you share the messaging framework that you use?
Would love frameworks to share.
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
This changes slightly based on whether this is Company Messaging, Platform Messaging, Product or Feature Messaging, but my frameworks usually contain a mix of the following: * Target Audience * Description * Key Message (in 1-2 sentences) * Key Value Prop(s) * Customer Pain * How ......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
This definitely depends on your business, strategy, industry etc. In my past experience the more macro level messaging like Company or Platform messaging is iterated on less frequently. This is usually updated in relation to specific events such as company level strategy shifts, net new product (......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
This likely differs based on how your company and teams are structured. In my experience PMM. creates messaging with the input of key stakeholders such as product. However final sign-off sits with Marketing (if that is where the PMM team is situated) meaning Head of PMM and/or CMO (depending on t......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
The best way to mitigate this risk (and this is a very common risk) is to stand up messaging projects as a formal project. This means: * There is a clear project plan that gives stakeholders the opportunity to feed into messaging with their insights and opinions. * Related to the above, tr......Read More
374 Views
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
Value props are directly linked to customer pain. If you truly understand the pain you are solving for (through customer, prospect and market research) then you can take that pain and map it to how your product or solution solves that pain - which is your value prop. Clearly communicating those......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
Research!
Basic messaging is usually written quickly, based on what is believed to be true or what a business wants customers to know about their company and product.
Messaging that has an impact comes from understanding your audience the customer research, and speaking their language.
364 Views
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
Quantitive metrics (see above answered questions) such as A/B testing, Website data, etc.
Combined with Qualitative feedback:
Sales feedback
Customer feedback
Analysts feedback
Social channels
382 Views
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
This is not an easy problem to solve and definitely depends on what tools your company uses. In the past we've used Coda or Notion when those were the tools our entire company was leveraging as an internal portal. However, the easiest way to do this is likely to create a google drive that has fol......Read More
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Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 19
I love this question and I'm a huge fan of JTBD again from my time at Intercom where this was a huge part of how we build and marketed our products. This actually needs to start before you get to the messaging stage. This needs to start at the product scoping stage, where you and your product t......Read More
388 Views
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