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Meghan Keaney Anderson
VP of Marketing - Product Marketing & Communications, Watershed
About
A marketing executive with fifteen years of experience at the intersection of product marketing, demand gen, brand and content strategy. My career spans nonprofits, startups and global publicly traded companies. I currently run product marketing a......more
Content
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 11
Walk me through a product launch of yours that went really well and one that may not have done as well. What were the differences in retrospect? Now that you've had a chance to review our website and other marketing materials, what's something you think we could be doing better or an opportuni......Read More
1182 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
Competitive posititioning is a core element of product positioning. The primary architecture of brand and product-level positioning comes down to this: * Audience: Who are you primarily building for and marketing to? * Pain/Enemy: What is their biggest pain point or problem? * Solution: How ......Read More
845 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
I try to create competitive intel at a couple of different levels of abstraction: * High-level: Usually in the form of a 2X2 which demonstrates the biggest difference between us and the rest of our field. The point of this is to give sales teams a highly memorable soundbite at a categoric......Read More
804 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
I'm a fan of tracking closed-won rates against a top competitor. It's a good long-term trend to tell if your positioning is working and your product is growing stronger in the areas where it had been weak. I don't track that monthly, but rather quarter over quarter or even year over year as a hea......Read More
750 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
Conflicts become entrenched when what was a simple, solvable problem, starts sweeping up other issues to become a messy amorphous thing. So many times with team members have come to me with an issue that is really a half dozen issues tracing back months. Conflict resolution in those cases really ......Read More
676 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
Here are my go-tos for competitive positioning: * A competitive overview deck that speaks simply and directly to our positioning in the field and our most defensible differences between categories of competitors. * More detailed internal wiki pages for our most frequently seen competitor......Read More
668 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
Much like with target audiences, you have to choose a heirarchy of competitors. This should be informed by the alternatives you come across most often in sales calls. This can be tough when alternative companies are getting a lot of media attention, but my rule generally is, until we start seeing......Read More
564 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 6
I think there are loads of ways you can differentiate outside of product features. * Features: You offer something valuable that others don't within your product (e.g., automation) * Customer experience: You have invested in UX and UI or for non-tech products the in-store or customer ......Read More
534 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications • April 11
This is a great question and I'd say the answer varies based on where your company is in its development. When you've first gone international, you may not have the demand or customer-base yet to validate a full hire per region, so you'll want to hire 1-3 international champions, their job is a m......Read More
466 Views
Meghan Keaney Anderson
Watershed VP of Marketing - Product Marketing & Communications
The Art of Writing with Meghan Keaney Anderson, CMO at Wanderlust Group
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Connect with Meghan on LinkedIn here: https://www.linkedin.com/in/meghankeaney/ Questions we cover in this episode: 1. So, we of course worked together for a while at HubSpot! And now we’re both onto new things. Tell us about what you’re working on now. 2. One thing I think everyone w......more
Credentials & Highlights
VP of Marketing - Product Marketing & Communications at Watershed
Formerly HubSpot
Product Marketing AMA Contributor
Lives In Cambridge
Knows About Building a Product Marketing Team, Product Launches, Messaging, Brand Strategy, B2B P......more