AMA: Upwork Head of Product Marketing, Liza Sperling on Messaging
February 16 @ 10:00AM PT
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Monte Carlo Vice President Product Marketing • 5y
Getting feedback from stakeholders is valuable to capture insights and feedback from customer-facing teams and to foster healthy internal partnerships. That said, positio...
2980 Views
4 requests
How does product and launch positioning and messaging differ?
This for companies with multiple feature-rich products that are being managed by a very small (i.e. 1-3) PMMs.
Monte Carlo Vice President Product Marketing • 5y
It's a good idea to start with overall product positioning and messaging ("P&M") as a foundation for general or evergreen marketing channels and campaigns. Channel ow...
2769 Views
4 requests
Monte Carlo Vice President Product Marketing • 5y
There are a lot of frameworks and approaches to positioning and messaging, but I’ve found that a simple document including the following elements is most effective: Tell...
6048 Views
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Who owns messaging and positioning in a product marketing org?
Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?
Monte Carlo Vice President Product Marketing • 5y
With a team of two product marketers, I'd opt for collaboration. Why? Well, product marketing teams are small, but collaboration is how we make 1+1 = 3. Differentiating y...
2590 Views
3 requests
Monte Carlo Vice President Product Marketing • 5y
We generally start with the launch goals and then define more granular metrics leading up to the launch goals to measure the effectiveness of our messaging. Here are some...
819 Views
6 requests
Monte Carlo Vice President Product Marketing • 5y
Conversion rates across the funnel - Did the messaging drive the desired actions at each customer touchpoint from initial engagement to sign up/trial/purchase Landing pa...
3271 Views
6 requests
Monte Carlo Vice President Product Marketing • 5y
Positioning is a strategic internal exercise to define how your offering is uniquely differentiated relative to market alternatives. Positioning informs all messaging. M...
5013 Views
3 requests
Monte Carlo Vice President Product Marketing • 5y
In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your pro...
2449 Views
3 requests
Monte Carlo Vice President Product Marketing • 5y
I love this question because balancing what feels like competing goals is one of the most challenging aspects of being a product marketer. The reality is that these aren'...
2601 Views
1 request