Kristen Ribero

VP Marketing, Greenplaces

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www.joinhandshake.com

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Do you have a messaging template/worksheet/framework that you like to use?

Kristen Ribero

Greenplaces VP Marketing • October 30

There are a number of messaging framework templates available these days. I shared an article that I like to reference (link is below again); I also suggest you check out posts from Andy Raskin (https://andyraskin.com/) who I've worked with previously or check out this recording of Tiffany Spence......Read More

6809 Views

What does your product marketing team org structure look like?

Kristen Ribero

Greenplaces VP Marketing • July 19

In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More

2134 Views

How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?

Kristen Ribero

Greenplaces VP Marketing • October 30

The first step here is to share the WHY behind a messaging project. If you can get every group to align on that and the outcome, getting ‘approval’ is much easier. I start with a kickoff meeting and have often shared this article (linked below), particularly in startups where you may be dealing w......Read More

2082 Views

When your platform does many things, how do you prioritize your messaging hierarchy?

Kristen Ribero

Greenplaces VP Marketing • October 30

This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More

1852 Views

How do you leverage insights and prioritize qualitative vs quantitative as you build-out product messaging recommendations?

Kristen Ribero

Greenplaces VP Marketing • October 30

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......Read More

1603 Views

Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)

Kristen Ribero

Greenplaces VP Marketing • October 30

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 featu......Read More

1419 Views

How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?

Kristen Ribero

Greenplaces VP Marketing • October 30

I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can f......Read More

1400 Views

Looking for examples of great, effective use of customer stories for marketing and sales. Anyone know of good stories?

Kristen Ribero

Greenplaces VP Marketing • July 19

I love how asana uses customer stories for their #withAsana campaign. Check them out.

1013 Views

What tips do you have for successful “win interviews” and who is typically involved?

Kristen Ribero

Greenplaces VP Marketing • July 19

I typically do them by myself without the sales person or product mgmt. I find the customer is more open about product and sales process that way pm and sales contribute to info we want to gather though