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All related (72)
Jenna Crane
Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, UpworkJuly 15
Not value-oriented: They focus on features and functionality, not value and benefits They’re not customer-centric: They aren’t putting themselves in the target audience’s shoes, to make sure the lang
Frances Liu
Head of Marketing at Instawork September 1
It can be hard to keep messaging simple and poignant. It takes time, revs, and validation. There's pressure to get it perfect right off the bat. Or people sit and forget. Let it evolve over time.  Som
Nipul Chokshi
Head of Marketing at Atrium September 8
Several things come to mind here:Messaging is too generic: you’ve not done a good job of really identifying the audience and understanding what they care about in order to develop a specific message
Vivek Asija
Sr. Director, Product Marketing at Heap June 9
One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes th
Hila Segal
VP Product & Customer Marketing at Observe.AI | Formerly Clari, Vendavo, AmdocsMay 31
Not validating it enough and getting sucked into internal debates between stakeholders. Messaging can be very subjective and emotional. When working on messaging for a new product - 1. Start very earl
April Rassa
Product Marketing at Cohere | Formerly Adobe, Box, GoogleSeptember 29
Every company wants to be the #1 in their field. I would argue that if your company is undeniably #1 in its market, you don’t often make this proclamation. People already know it. It’s very similar to
Jessica Webb Kennedy
Head Of Marketing at Tailscale | Formerly Atlassian (Trello), HubSpot, LyftNovember 18
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach wit
Anand Patel
Director of Product Marketing at Appcues September 21
They set and forget. People change. Customers change. Needs change. So your messaging will need to change with it. For that reason, it's good to do a high-level analysis of your messaging at least ann
Tracy Montour
Head of Product Marketing at HiredScore July 28
Not speaking in the language of the customer. We often alienate our customer with jargon and irrelevant data points or benefits. We don't need to say everything we do in every single touchpoint. Be st
Pranav Deshpande
Product Marketing Leader at | Formerly TwilioFebruary 25
I think a lot of product marketers underestimate the importance of understanding why customers use their product at a fundamental level. I've made this mistake in the past where I've directly jumped t