Profile
Adrienne Joselow

Adrienne Joselow

Director of Product Marketing, HubSpot

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Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
11588 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
My favorite example 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 strikes the balance between saying, we respect your product and - ours is as good o...Read More
6057 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
3803 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
2613 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
2305 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
2223 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
1840 Views
Adrienne Joselow
Adrienne Joselow
HubSpot Director of Product MarketingDecember 7
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
1581 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, B2B Product Marketing K...more
Work At HubSpot
Senior Product Marketing Manager, Smart CRM
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