Katharine Gregorio

Katharine Gregorio

Sr Director of Product Marketing, Creative Cloud, Adobe

Content

Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
The short answer is it depends. I tend to be pretty anti personas as it often ends up being a fancy exercise no one really uses. What I prefer is to have a matrix that can flex to multiple audiences as necessary of what the key messages are that I’m trying to land.  Keeping the audience in mind f......Read More
1734 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21

The way to get people bought into positioning is to make sure that positioning is a cross functional exercise in the beginning. Positioning is not just a marketing or product marketing activity and when it is the output often fails.

1636 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
Positioning is an internal artifact. Messaging is externally facing and brings this positioning to life in various contexts.  I have usually found it very helpful to have a positioning and messaging evergreen document that is dated and encapsulates the following: 1) the positioning for the compan......Read More
1555 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
Generally there are two elements to this answer. First is that the sales team had qualified the lead with the appropriate discovery questions to ensure that the target for the deal is a good fit for your company’s solution. Assuming that is the case, then spending time with the sales team in trai......Read More
1549 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
Positioning reflects what your company uniquely provides a specific audience in a particular market.  It shouldn’t require multiple facets like general and competitive positioning.   That said if you are finding that your audience is comparing you against one competitor in particular you can fi......Read More
1537 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
Positioning is what your company uniquely provides a specific audience in a particular market. Pricing and packaging are an output of go to market strategy. If price is a differentiator, which is always tricky in my experience, I would encourage you to look for other differentiators or you and th......Read More
1529 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21

The BIGGEST mistake companies make with positioning is not including the entire company in the exercise and making it just a marketing exercise. The next mistake I’ve seen is not talking to customers and keeping the positioning discussion internal.

1528 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative CloudNovember 21
Positioning is what your company uniquely provides a specific audience in a particular market.  As market dynamics change, it needs to be updated, but it should be durable enough to stand some test of time.  If you’re finding your positioning is constantly out of date because competitors are ship......Read More
1522 Views
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Starting and Building Your Product Marketing Team with Katharine Gregorio, Senior Director of PMM at Adobe Creative Cloud
Starting and Building Your Product Marketing Team with Katharine Gregorio, Senior Director of PMM at Adobe Creative Cloud
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Welcome back to the Women in Product Marketing podcast. In this week’s interview Katharine and Mary discuss how Katharine got good at building and starting PMM teams. This is a skill that Katharine has honed over time - you won’t want to miss her invaluable advice and how she encourages a “learn ......more
Katharine Gregorio
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
PMM Interviews with Adobe's Sr. Director of Product Marketing, Katharine Gregorio
PMM Interviews with Adobe's Sr. Director of Product Marketing, Katharine Gregorio
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Adobe is one of the world’s largest and most diversified software companies in the world. Katharine oversees all creative cloud apps involving video imaging and design categories. Tune in to get valuable advice such as why it’s important to listen to the question carefully, be honest and authenti......more
Credentials & Highlights
Sr Director of Product Marketing, Creative Cloud at Adobe
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, California