AMA: Wistia Director of Product Marketing, Elise Beck on Messaging
November 30 @ 9:00AM PT
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Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
There are a few ways you can validate your messaging: I like to start by doing a customer listening tour. Spend some time getting to know your target customer and pay c...
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Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleto...
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Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
Believe it or not, I think that marketing is the biggest critic of messaging. :) That's why I am so adamant about positioning and messaging being considered hollistically...
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How do you consider messaging hierarchy in the messaging of the product?
Do you consciously think about the company's messaging and even the broader product portfolio's messaging that needs to be considered when building out messaging?
Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
I do think it's important to ladder your product positioning into the broader product portfolio and/or company message. I've talked about the 6 components of your positio...
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How do you ensure messaging is used by other marketing & sales teams effectively?
Empowering other teams to be self-sufficient with product positioning & messaging is challenging, especially for complex products with multiple value drivers. How do you ensure everyone understands and deploys messaging effectively without taxing PMMs?
Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
At HubSpot, I started creating what I called "Product Marketing Guides". This was a ~15 page document that was polished and nicely designed so as to feel like a reliable ...
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How do you prioritize messaging adjustments post-launch, and how often do you make changes?
Determining messaging at launch is one thing while returning to that messaging post-launch is another.
Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
In another response, I talked about the "Product Marketing Guide" -- this is intended to be an evergreen(ish) document that includes everything from foundational product ...
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Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
This is a great question! While I don't have 3 perfect insights up my sleeve, I'd love to share my take. Marketing to developers has been tricky for me, usually because t...
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