AMA: Watershed VP of Marketing - Product Marketing & Communications, Meghan Keaney Anderson on Storytelling

This is a great one. First, try not to differentiate on features alone. Most features can be copied, they aren't defensible enough from a long-term perspective. Your o...

My current company Watershed is actually a similar case here so I'll use them as an example. Watershed is a software platform that helps companies measure their carbon f...

My first impulse is want to ask more about the strategy behind personifying the brand. The risk in doing so is that you make the story more about your brand or mascot th...

Here are a few of my favorite storytelling frameworks. I like these because they've stood the test of time and have been flexible enough to extend to multiple different ...

Bring them into the tent. One of the smartest things we did -- in my opinion -- at HubSpot was to start sharing our major launches early with our network of partners in ...

People want to become better. They want to move from pain to solution, from being mediocre to being their best selves. The drive to become is, as far as I can tell, uni...

Anyone who markets to major global companies encounters this challenge. I'm so glad you asked the question. Here are a few things I've found that have worked. Ask for th...

Qualitative data: There is little than qualitative research - customer interviews, listening to sales call recordings, beta group message testing - to understand the tren...