Diego Lomanto

Chief Marketing Officer, Ada

Content

Would you have any great external resources about becoming better at messaging that you can share?

Diego Lomanto

Ada Chief Marketing Officer • May 11

Hi - yes - I definitely recommend sharebird's resources. I also love a few books on positioning. First the classic book here is from Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge......Read More

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For a team member newer to the discipline, how do you train messaging and positioning?

Diego Lomanto

Ada Chief Marketing Officer • May 11

There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product ......Read More

1985 Views

Marketing messages and activities can be very subjective and subject to debate. What have you done to align executives and stakeholders so you can execute well?

Diego Lomanto

Ada Chief Marketing Officer • May 11

You need to listen to people, share positioning work as it develops and be iterative. If you just show up with a messaging strategy without involving leadership in the formulation you are most likely going to get pushback because everyone thinks they know what we should be saying to the market. B......Read More

1091 Views

What do you look for in a candidate when hiring for a leadership role— what are a few key value adds that they need to bring to the table for you on day 1?

Diego Lomanto

Ada Chief Marketing Officer • May 11

I look for a growth mindset, collaborative personality and humility. Obviously they need to be good at the core product marketing skills and have demonstrated success in other roles but for a leader I want to see them drive unity across the org. Regarding a growth mindset - I want them thinking a......Read More

1066 Views

Tips for creating impact across your org when the PMM function is still relatively new?

Diego Lomanto

Ada Chief Marketing Officer • May 11

Educate educate educate. When I started at UiPath i must have had 50-100 introductory meetings in the first few weeks. I spent time with every stakeholder that I needed to work with or that I needed to be an advocate. I did a lot of them by zoom but I also got on the plane and traveled a ton. You......Read More

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What tools do you use to help you manage your messaging and then disseminate it to the rest of the organization?

Diego Lomanto

Ada Chief Marketing Officer • May 11

We have a "storybook" with all of our core messaging. It's a powerpoint with a lot of slides covering segmentation, personas, products, and all the appropriate messaging that goes along with it. It can be a bit heavy (to download) but it's the one source everyone knows about. We host it on our in......Read More

910 Views

What is your approach to testing different messaging and your criteria for success?

Diego Lomanto

Ada Chief Marketing Officer • May 11

We use varioius external forums for testing messaging. We do a lot of informal conversations with customers but we also have formal customer and product advisory boards where we preview messaging. I also like to get analyst feedback before launching anything. These forums usually provide useful i......Read More

448 Views

Diego Lomanto

Ada Chief Marketing Officer

The Journey to IPO with Diego Lomanto, Vice President, Product Marketing at UiPath

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Follow Diego on LinkedIn. Join Diego on Sharebird. Questions covered in this episode: 1. Can you tell us about yourself and your role at UiPath? 2. UI Path recently went public. Can you share a bit about what that was like? 3. As the leader of product marketing, what did you need to think a......more

Credentials & Highlights

Chief Marketing Officer at Ada