Diego Lomanto

AMA: UiPath Vice President, Product Marketing, Diego Lomanto on Category Creation

May 11 @ 10:00am PST

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Top Questions
What do you look for in a candidate when hiring for a leadership role— what are a few key value adds that they need to bring to the table for you on day 1?
Diego Lomanto
VP, Product Marketing at UiPath
I look for a growth mindset, collaborative personality and humility. Obviously they need to be good at the core product marketing skills and have demonstrated success in other roles but for a leader I want to see them drive unity across the org. Regarding a growth mindset - I want them thinking a...more
Would you have any great external resources about becoming better at messaging that you can share?
Diego Lomanto
VP, Product Marketing at UiPath
Hi - yes - I definitely recommend sharebird's resources. I also love a few books on positioning. First the classic book here is from Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge...more
Marketing messages and activities can be very subjective and subject to debate. What have you done to align executives and stakeholders so you can execute well?
Diego Lomanto
VP, Product Marketing at UiPath
You need to listen to people, share positioning work as it develops and be iterative. If you just show up with a messaging strategy without involving leadership in the formulation you are most likely going to get pushback because everyone thinks they know what we should be saying to the market. B...more
For a team member newer to the discipline, how do you train messaging and positioning?
where do you start? what kind of classes? etc.
Diego Lomanto
VP, Product Marketing at UiPath
There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product ...more
What tools do you use to help you manage your messaging and then disseminate it to the rest of the organization?
Diego Lomanto
VP, Product Marketing at UiPath
We have a "storybook" with all of our core messaging. It's a powerpoint with a lot of slides covering segmentation, personas, products, and all the appropriate messaging that goes along with it. It can be a bit heavy (to download) but it's the one source everyone knows about. We host it on our in...more
Tips for creating impact across your org when the PMM function is still relatively new?
Diego Lomanto
VP, Product Marketing at UiPath
Educate educate educate. When I started at UiPath i must have had 50-100 introductory meetings in the first few weeks. I spent time with every stakeholder that I needed to work with or that I needed to be an advocate. I did a lot of them by zoom but I also got on the plane and traveled a ton. You...more
What is your approach to testing different messaging and your criteria for success?
Diego Lomanto
VP, Product Marketing at UiPath
We use varioius external forums for testing messaging. We do a lot of informal conversations with customers but we also have formal customer and product advisory boards where we preview messaging. I also like to get analyst feedback before launching anything. These forums usually provide useful i...more