All related (57)
Hila Segal
VP of Product Marketing, Observe.AI | Formerly Clari, Vendavo, AmdocsMay 29

Analysts will not endorse any vendor directly. Your goal with AR is to help shape their POV about the market, especially if this is a new category and ultimately get well positioned on MQs and Wave reports. Shaping their POV means showing analysts how customers are getting value from this new type of solution and what critical capabilities that are required to be successful. Do this by building a personal relationship with the analysts, sharing insights, connecting them with your customers, and keeping them updated about your roadmap and product innovation. 

Anthony Kennada
Chief Marketing Officer, HopinJanuary 28

It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voice in context of making purchasing decisions.

In 7 years of building Gainsight, I think the only value we had from working with analysts was sponsoring a thought leadership paper with Forrester. It was expensive (~$100K) but allowed us to leverage the brand equity of a trusted brand in the market to validate our category and messaging.

I don't think spending the $50-$100k / year is very helpful for growing companies, but could be more important to prioritize later in a company's lifecycle -- or if you sell direct to CIOs or in regulated industries.

Put that budget towards customer marketing instead.

Tracy Montour
Head of Product Marketing, HiredScoreJuly 29

I recommend creating a more high-level analyst stategy that outlines your actual need for analyst partnerships. Once you and your stakeholders are aligned on the need, you need to carefully select analyst partners who will drive the desired results. Do your research. Ask for references. Be critical of their proposals and scope of work. Get involved in the research. Ask questions. Good luck!

Christine Tran
AVP, Product Marketing, Quantum Metric
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) write the vendor guides that are relevant to your category. These usually precede a Wave or MQ. 2. Write out your Wave or MQ criteria. Plot out your company and your competitors. Keeping those close to your chest :) Having this formulated and vetted internally can keep you and your e...
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like feature names, onboarding wizard copy, CTAs make sense to cut across the three teams I mentioned, with product and design having a heavy say in those decisions. 2. Is the in-app copy meant to drive conversion activity / sales conversations? To me, this fits more with product marketing. Ulti...
Sarah Lambert
SVP, Marketing, 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,, 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,
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 ...
Priya Gill
Vice President, Product Marketing, 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...