AMA: Vanta VP of Product and Corporate Marketing, Sarah Scharf on Messaging
October 25 @ 9:00AM PST
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Vanta VP of Product and Corporate Marketing, Sarah Scharf on Messaging
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
Maybe a cop out answer but - I think it has to be both! Prior to Vanta, I worked at Google where the adage for good marketing was: "Know the user, know the magic, connect the two." I use this line of thinking all the time in my messaging work: Know the user: what are their challenges (really......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
Even in the age of endless message testing and optimization, nothing beats talking to customers. Get on customer and sales calls and use your own messaging - do their eyes glaze over? Or do they lean in and ask questions? Aside from this, it's critical to be locked at the hip with your demand ......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
Positioning is the framing of the house - it defines the structure and heavily influences the overall style (for instance, low and long like a midcentury modern or up and down like a townhome) Messaging is the design choices you make once the structure is built. If your messaging feels very di......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
Going from single to multi product is a great challenge to have! Rather than ask how you can align people internally, I'd challenge you to take the outside in view first: why would your customers care? Which personas of yours fit with each offering (primary, secondary) and what are the problem......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
This is a really good question and a real pain point. My recommendation is to form a Customer Advisory Board (exec level) and a Product Advisory Board (power users) who you can run messaging past and form a long-term, trusted relationship with. It will cost some money to convene the groups 1-2......Read More
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Sarah Scharf
Vanta VP of Product and Corporate Marketing • October 25
Naming and pricing are always the two most controversial decisions! Everyone comes to naming with their own strong preferences, and it can sometimes be an emotionally charged discussion. There are a few different axes you can consider for naming strategy: * Fanciful versus descriptive? Mos......Read More
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