All related (83)
Diana Smith
Director of Brand and Product Marketing, at Twilio
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major product changes or brand new products that require significantly adjusting our go to market strategy.  Small updates: Monthly email to sales, slack message to success Medium updates: ^ + dedicated email to sales/success + all company slack channel + join sales all hands recurring meeting to train...more
Suyog Deshpande
Product, Partner & Developer Marketing Leader at Samsara
Why do you want to communicate updates and activities? If the goal is to communicate just the work the team has been doing, then I don't think that you should be communicating this to a large audience. This may be a good weekly summary email to your manager (Also, why would your manager need it?, the manager should already know it and it should be in your 1:1 doc), anyway, my point is communicating just WHAT you or your team is working on is waste of time for you and the reader. I would rather communicate the impact and how other teams could leverage the work your team has done. This ...more
Kristen Ribero
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...more
Jack Wei
Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte
Internal newsletters, revenue org all-hands, relevant slack channels, and team-specific meetings. Of course, not every activity is shared through every channel. Depending on the "size" of the project or deliverable, we choose which channels to broadcast through. Thankfully we have a well-organized enablement team that manages these channel logistics, so we're able to efficiently streamline internal comms. On a personal level, it's critical that I provide key executives and other team leads with visibility of what's coming, so that they get their teams' attention and start a network effe...more
Christine Sotelo-Dag
Group Product Marketing Manager at Intercom
I think this depends largely on the size of an update - and the audience.  For our largest releases, they are communicated early and often - to drum up excitement. Through company all hands, sales trainings, slack channels, etc.  For mid-sized and smaller updates, we'll leverage the internal channels that make the most sense for the internal audience. If its sales, we'll update via our bi-weekly newsletter, slack channels, internal knoweldgebase docs on what to know, as one example. Each internal audience has their own channels and communication styles they prefer - and usually we work ...more
Daniel Kuperman
Head of Product Marketing, ITSM at Atlassian
That's an especially important question for PMM leaders today. There are a few key components to pay attention to: - Compensation - Work - Growth First is to ensure your people are being paid fairly. This means always keeping an eye on the market rate for people on your team and whether they are below, above, or in the middle range for the base pay. At larger companies, your HR team will be able to provide that, but at smaller companies and startups, you'll have to do some research using third-party sites like Glassdoor,,, and others. If you spot someone on you...more
Catlyn Origitano
Senior Director Product Marketing at Fivetran

We are a slack heavy company. So we have our own announcement channel for all things Marketing that I actually started so that we could share our updates! 

We also do quarterly roadmaps and retros where PM + PMMs present their upcoming roadmap and a retro on their activities from the past quarter. All of Product and PMM go - and we invite our key stakeholders across the business, including the leaders from other areas of Marketing. 

Sarah Din
VP of Marketing at
Internal comms is sometimes undervalued, but in my opinion, it is one of the most important parts of a PMM's role, especially because product marketing is one of the very few roles that are extremely cross-functional and sits between multiple teams. Here are few ways I've seen it work best: * For major XF projects, have regular update emails so that you can make sure you are bringing everyone along the journey and it does not feel like you are working in a black box. * Internal newsletters (whatever cadence works for your org). We partner with the product team on a monthly newsl...more
Sarah Lambert
SVP, Marketing at Buckzy Payments

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Diana Smith
Director of Brand and Product Marketing, at Twilio

These are all interrelated.

Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.

Hope that helps!

Derek Frome
Vice President Marketing at
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...more
Priya Gill
Vice President, Product Marketing at Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...more