AMA: Upwork Former Head of Product Marketing, Anjali Cameron on Go-to-Market Messaging
May 7 @ 10:00AM PT
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Landed Head of Marketing • 7y
This continues to be an evolving process but we leverage a few things: Lead time - sharing the info early so the sales team can disseminate it via the right channels wit...
1515 Views
5 requests
Landed Head of Marketing • 7y
Agreed that often in the race to get a product to market, teams will put their best messaging idea forth, run it out for a quick test and then launch. I think there are a...
1689 Views
3 requests
Landed Head of Marketing • 7y
For broader buyer trends, I’ve found focus groups with prospects to be effective. It’s a way to get in the heads of prospective buyers and see what’s on their mind. You c...
1354 Views
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Landed Head of Marketing • 7y
I’m a big believer in experimentation before your messaging hits customers. Typically in the product development and go-to-market planning cycles you have at least two, i...
1482 Views
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Any suggestions on how to build and validate market driven messaging, versus the easier and more prevalent product/feature centric messaging?
In the tech industry, so many product marketing teams default to very product driven/feature centric messaging in the name of appeasing a technical audience. Market driven messaging often becomes too watered down for technical audiences.
Landed Head of Marketing • 7y
Similar to the question above on uncovering buyer trends, I’d suggest starting broad and then going narrow to develop market driven messaging. Start with a few key insigh...
999 Views
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Landed Head of Marketing • 7y
Great question and not an easy one. There’s a difference between saying, “let’s shift messaging to go upmarket but retain and continue to build for our core SMB base” ver...
1253 Views
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Landed Head of Marketing • 7y
I’d focus mainly on all the things you can do to stand out: Make your visual layout, pricing and customer experience unique to further differentiate your offering from c...
1083 Views
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Landed Head of Marketing • 7y
Be clear on your target and start there. If you’re a marketplace, force primary and secondary segments. And if you’ve got multiple business lines and segments with unique...
1995 Views
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What messaging framework do you use?
Would love frameworks to share.
Landed Head of Marketing • 7y
We use a feature messaging brief (or initiative messaging for big projects) to communicate everything from the big picture to the fine details to internal stakeholders. T...
3634 Views
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