AMA: UiPath Former Vice President, Product Marketing, Diego Lomanto on Category Creation
May 11 @ 10:00AM PST
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UiPath Former Vice President, Product Marketing, Diego Lomanto on Category Creation
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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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
Ada Chief Marketing Officer • May 11
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 ......Read More
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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Diego Lomanto
Ada Chief Marketing Officer • May 11
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......Read More
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