AMA: Zendesk Senior Director, Product Marketing, Candace Marshall on Messaging
November 21 @ 9:00AM PT
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For products that serve both B2B and B2C, how do you bring about a differentiation between their B2B and B2C Product Marketing since there might be a lot of overlap of Personas and JTBD (Jobs to Be Done) across both?
As a product marketer how would they tell the story to both sides of the coin, where it's the same user but their JTBD has changed.
Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
Great question, and it's common! Many of the products my team own today serve both B2B (business-to-business) and B2C (business-to-consumer) use cases. Generally, we deve...
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Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
A mentor once told me messaging and positioning if never done :) That's because the market changes, trends come and go, and your audience is never static. I strongly reco...
1728 Views
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Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
First, when it comes to verticalization, focus is good. Has your company aligned on the top verticals? Even at the XX-billion dollar companies I've served, we've prioriti...
2887 Views
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Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
Any testing and validation is great. Even if you have a small percentage of traffic, testing will give you signals. I know some may have limited levers for testing and if...
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How do you handle disagreements about who is the ICP for your product?
You feel the need to message on point for an ICP type "A", but you're getting pushback from the team that the ICP is "G". Should you follow you gut or do some form of A/B to please everyone?
Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
Before developing messaging, it's crucial to align on your ICP. It seems your team may have differing hypotheses about the ICP, so I recommend testing and reaching alignm...
2361 Views
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Zendesk Vice President, Product Marketing, AI and Automation | Formerly LinkedIn • 1y
Thank you for your question - it's an excellent one. In my experience, the platform story is distinct yet deeply complementary to product messaging. While product messagi...
2066 Views
2 requests