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Adrienne Joselow

Director of Product Marketing, HubSpot

Content

What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

We develop personas in three degrees depending on the need: lightweight, qualitative, and quantitative (statistical). Each of these populate a similar framework: demographic details (job title, geo if applicable, age range, etc), responsibilities/needs/jobs to be done, challenges/pain points, ......Read More

5526 Views

What are some great examples of bold — yet tasteful — competitive positioning you've seen in the market? How can companies straddle the line without turning it into a game of finger-pointing?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

Unsurprisingly, we have some great content on this on our blog. My favorite example (shared here) is Adidas video which shoes that yes, a runner can sprint through the desert in Nike shoes -- but a camera man with 50 additional pounds of equipment and wearing Adidas can keep up with him. It strik......Read More

4363 Views

How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

Make it snackable. Make it easy to remember. Make it impactful. Show the impact of reps applying this to amplify awareness and usage. Reps spend their days diving into a multitude of different businesses with divergent needs, goals, and deal stages. The more adaptable, simple, straightforward you......Read More

3029 Views

What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

Competitive win rate! This requires reps to record (and for your CRM to have a field for) competitor (existing -rip and replace - or exploring - head to head). This is the most direct way to see if you are moving the needle against your core competitors. Secondary metrics may include things like ......Read More

2410 Views

What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

This is a great question because: fortune favors the focused. In our world, there are thousands of SaaS offerings on the market. Many offer competitive products and capabilities to us. However, only a select few come up frequently in head-to-head deals where win-rate meaningfully impact our perfo......Read More

2137 Views

Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

You can't rely only on the narrative. But a strong one, especially one that frames up the problem and value you deliver as different / outsized, is critical to competitive success. But you know what else you need? Claim chowder. Proof points. Quantified impact. What actual results has your produc......Read More

2075 Views

What are the top documents you create when working on Competitive Positioning programs?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

There are a few rinse and repeat assets that work well for us in competitive. For products with a significant rep-assisted motion, having competitive comparison cards helps distill complex products into key capabilities, highlighting parity and differentiation to help overcome objections and conv......Read More

1356 Views

How often do you talk to customers, or do qualitative + VOC research?

Adrienne Joselow

HubSpot Director of Product Marketing • December 6

Customer listening is a critical investment in any product marketing program. For us, we've taken a number of different approaches to customer listening in my time here. From direct customer conversations, to focus groups, to ongoing market research (qualitative and quantitative), listening to ou......Read More

986 Views

Credentials & Highlights

Director of Product Marketing at HubSpot