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AMA: Zuora Former Senior Director, Product Marketing, Natalie Louie on Messaging
April 13 @ 10:00AM PST
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Zuora Former Senior Director, Product Marketing, Natalie Louie on Messaging
Top Questions
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen This messaging framework we use has 5 elements: * Name a Big, Relevant Change in the World * Show There’ll Be Winners and Losers * Tease the Promised Land * Introduce......Read More
4164 Views
4 requests
How do you get to creative, consistent and differentiated messaging?
Do you believe in brand positioning/purpose as a north star for messaging?
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
We have our brand messaging and corporate messaging which ties to our company purpose and we use it as our north star and map all related messaging to that. It’s important to work in an integrated way so that messaging is consistent and aligned across the company and the products we sell. We spe......Read More
1160 Views
2 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
It starts with the PMM team to come up with messaging that positions the benefits of your solutions/platform. PMM’s own the WHY and not the WHAT. Please refer to my other answers on frameworks and best practices to get to good messaging and positioning here. Once we have your messaging in a good......Read More
606 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
Yes, messaging and positioning should be revisited for every single release. It is something you are constantly battle testing and iterating on. The best messaging is not something you research, create once and then go back to on an annual basis. The magic is in the iteration of messaging and pos......Read More
602 Views
2 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
I wouldn’t prioritize it and instead focus on iterating on your existing product messaging and positioning. Get clarity on how to message and position your existing products while being mindful of your future product roadmap. Messaging and positioning is something you should always be iterating a......Read More
580 Views
3 requests
How often do you update messaging? And what is your approach when updating?
My team is currently updating messaging hierarchies and personas. We've had a shift in GTM as a company. It's been a long process. Trying to understand any best practices to make this a better experience in the future.
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
We are in a constant state of updating various messaging All The Time. In fact, we never feel like we are done. Our CEO, Tien Tzuo, tells us that the magic to good messaging is in the iteration of it. We are constantly battle testing and iterating on all our messaging. Zuora spent 3 years ite......Read More
947 Views
4 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
We test our messaging various ways: * Talk directly to your customers and prospects, interview them, survey them * Test messaging with analysts who cover your space * Talk to partners, consultants and subject matter experts * Get feedback from sales * Present it to executives and get thei......Read More
1074 Views
1 request
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 13
If you want the highest company valuation possible, you need a recurring stream based on a value-based and/or usage-based pricing model. Investors and Wall Street value recurring revenue streams at a much higher multiple than one-time transactional revenue because they are predictable revenue str......Read More
1646 Views
2 requests
Natalie Louie
ICONIQ Capital Product & Content Marketing • April 14
Please look here for my pricing framework on what to think about when coming up with new value-based pricing recommendations. As a PMM I own pricing strategy and I work close with Product Managers (PM) with their product roadmap. As they are developing their products I meet with them to discu......Read More
1102 Views
1 request
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