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Sophia (Fox) Le
Director, Product Marketing, Glassdoor
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Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage. In terms of a messaging framewor......Read More
9143 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
Per our head of PMM (Eric Petitt), it is important to think about and understand the market leader positioning because the leader often defines category expectations… as well as their weaknesses. And when a challenger tries to play catch up to the market leader, the copy-cat will die over time be......Read More
2008 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • September 27
Yes! Glassdoor, under the leadership of Bonnie (Head of Market Insights), established two market research online communities (MROC): one for consumers (B2C) and one for customers (B2B). We regularly field message tests to these two research communities to get quick, detailed feedback on messaging......Read More
1626 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from ......Read More
1045 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
Change is inevitable! So whenever possible, going to market with “final” messaging should include room for evolution over time based on various external and internal factors. Markets change and evolve, and customers’ needs or perspectives also change and evolve based on whatever is important to t......Read More
1037 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • May 10
Data, data, data! Once you are able to identify your customer’s unmet needs, motivations, and attitudes, you can put your customer at the center of your business cases to influence product priorities. And couple that with market insights on your competition, your product counterparts will have to......Read More
985 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • May 10
* Quantitative and qualitative market research. Working with expert market research partners will help you get to solid customer segmentation, customer journey mapping, competitive landscape analysis, market trends, and market sizing, TAM. This can be costly, but always worth it! * Qu......Read More
876 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
It is so easy to fall into launching with technical jargon when you've been living and breathing it as a PMM! Two ways that I have found helpful in simplifying, and even transforming/replacing techncial jargon are (1) launch customer interviews, listen and use the language they use, and (2) crowd......Read More
847 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • May 10
* Build relationships. Show up to add value; ask, remind, repeat. * Bring the voice of the customer to the table. Leverage customer interviews, NPS verbatims, third-party research findings, competitive intel. Bring data to validate and strengthen your recommendations with the customer wan......Read More
827 Views
Sophia (Fox) Le
Glassdoor Director, Product Marketing • June 3
At Glassdoor, we have a not-so-secret secret weapon… we have a Head of Market Insights within the product marketing org that is at the center of what we do from influencing product roadmaps to positioning and messaging, and enabling our GTM and marketing channels. One of the biggest things being ......Read More
758 Views
Credentials & Highlights
Director, Product Marketing at Glassdoor
Lives In San Francisco, CA
Knows About Category Creation, Competitive Positioning, Messaging, Influencing the Product Roadmap