AMA: ThoughtSpot Senior Director of Product Marketing, Christine Sotelo-Dag on Messaging
April 18 @ 11:00AM PT
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Close Head of Product Marketing • 2y
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. Howeve...
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Close Head of Product Marketing • 2y
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 l...
392 Views
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Close Head of Product Marketing • 2y
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 ...
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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.
Close Head of Product Marketing • 2y
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 up...
417 Views
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Close Head of Product Marketing • 2y
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 ...
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What messaging framework do you use?
Would love frameworks to share.
Close Head of Product Marketing • 2y
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 followi...
762 Views
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Close Head of Product Marketing • 2y
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. Mes...
524 Views
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Close Head of Product Marketing • 2y
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, ...
411 Views
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Close Head of Product Marketing • 2y
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. A...
538 Views
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Close Head of Product Marketing • 2y
Message testing is really important and often overlooked, however there are several ways to qualitatively test your messaging that are rather easy to implement. A/B Testi...
569 Views
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Close Head of Product Marketing • 2y
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 co...
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Close Head of Product Marketing • 2y
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 t...
882 Views
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Close Head of Product Marketing • 2y
Quantitive metrics (see above answered questions) such as A/B testing, Website data, etc. Combined with Qualitative feedback: Sales feedback Customer feedback Analysts fe...
711 Views
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