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AMA: Upwork Former Head of Product Marketing, Anjali Cameron on Go-to-Market Messaging
May 7 @ 10:00AM PST
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Upwork Former Head of Product Marketing, Anjali Cameron on Go-to-Market Messaging
Top Questions
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Anjali T. Cameron
Landed Head of Marketing • May 8
At Upwork 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. The brief typically contains these sections: Feature description (usually includes screenshots), Target audience, Rele......Read More
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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.
Anjali T. Cameron
Landed Head of Marketing • May 8
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 insights about your target market and their pain points. I leverage personas for this. If you don’t have them, the work should start ......Read More
941 Views
1 request
Anjali T. Cameron
Landed Head of Marketing • May 8
I’d focus mainly on all the things you can do to stand out: 1. Make your visual layout, pricing and customer experience unique to further differentiate your offering from competitors. The messaging is the wrapper for all of this but these pieces can really help you speak to your unique ......Read More
696 Views
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Anjali T. Cameron
Landed Head of Marketing • May 8
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 pain points, align on a clear hierarchy and where in your funnel you can speak to different audiences. I’d say the fewer segme......Read More
1487 Views
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Anjali T. Cameron
Landed Head of Marketing • May 8
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 few ways to check that you’re on the right path or if pausing is required. 1. Internal comprehension - at least in the case ......Read More
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Anjali T. Cameron
Landed Head of Marketing • May 8
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” versus “let’s shift messaging and resources to go all in on upmarket, even if that means neglecting SMB.” If it’s the former, it’......Read More
763 Views
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Anjali T. Cameron
Landed Head of Marketing • May 8
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 can get their reaction to several high-level messaging angles and through moderated conversation, you can uncover larger trends ......Read More
881 Views
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Anjali T. Cameron
Landed Head of Marketing • May 8
This continues to be an evolving process but we leverage a few things: 1. Lead time - sharing the info early so the sales team can disseminate it via the right channels with enough notice (for example, some teams meet just once a week so if you miss that cycle, they may not see it until......Read More
1008 Views
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Anjali T. Cameron
Landed Head of Marketing • May 8
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, if not more, opportunities to test different messaging. The first is to sneak it into usability research. If a UI designer is go......Read More
948 Views
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