AMA: Zscaler Director of Product and Solutions Marketing, Christopher C. Hines on Messaging
April 1 @ 10:00AM PT
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š Chris Hines
Hi all, I'm Christopher C. Hines, VP of Strategy & Marketing @ Outtake:
ā¢ š Based in: NYC Metro Area
ā¢ š§ Top of mind: Scaling Marketing with GenAI
ā¢ š¬ Ask me about: All things GTM
ā¢ š¦ Fun fact: I studied abroad in Hong Kong for 6 Months
ā¢ š Based in: NYC Metro Area
ā¢ š§ Top of mind: Scaling Marketing with GenAI
ā¢ š¬ Ask me about: All things GTM
ā¢ š¦ Fun fact: I studied abroad in Hong Kong for 6 Months
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
IMO I am a firm believe that positioning should not change, it should simply be enhanced. Define your foundational messaging for your product or service first. Once you...
796 Views
2 requests
When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
Make sure you use your company's revenue and customer base as your sounding board here. If your revenues are suffering, and your current customers aren't purchasing more...
828 Views
1 request
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.
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
Love this question. You want to make sure that you are always telling a story. Storybrand is a great template that I often use. It has 7 elements A hero Has a challenge ...
956 Views
2 requests
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
This one is always an interesting piece. Our team developed persona profiles in house, but used some cool templates we found available on Google. We developed a persona ...
2578 Views
1 request
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
One really interesting technique I have used is to start by writing a press release for any new major message update. Or for a major launch. This puts the brand/PR team ...
541 Views
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Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
One of the best ways to actually test your message is to speak with analysts. They speak with other vendors in your space, and take inquiries from customers all the time!...
995 Views
1 request
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker ā¢ 5y
This is a GREAT question. Messaging is one of those things that everyone wants to influence too so that can be a challenge. We try not to update our messaging too often, ...
998 Views
2 requests