Communities
Sign Up / Sign In
Adrienne Joselow
Director of Product Marketing, HubSpot
Content
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
9976 Views
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
5597 Views
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
3664 Views
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
2564 Views
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
2256 Views
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
2194 Views
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
1736 Views
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
1408 Views
Credentials & Highlights
Director of Product Marketing at HubSpot
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About Product Marketing Hard Skills, Product Marketing Soft Skills, Release Marketing, SMB ......more