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

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 ...

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...

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...

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 w...

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 f...

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...

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 call...