Albert Qian

Product Marketing Manager at SAS

San Mateo, California

B2B product marketer with past experience in content, community, and social media marketing. Main areas of focus have been HR/HCM, cloud, L&D, and now analytics and AI.

Content

What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.

Albert Qian

SAS Product Marketing Manager • 2y

This is always a tough one, because multiple products means multiple use cases and multiple lines of positioning. If anything, I think of creating positioning and messaging that wraps around the entire product so you can go to market in a unified manner, and then look at messaging and positioning for individual modules to fit the use cases that your product team has identified as most useful.

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How does Marketing messaging differ from PR/Comms messaging?

Albert Qian

SAS Product Marketing Manager • 2y

I think of PMM and PR/Comms as a different flavor of the overall marketing/communications strategy. Just like in PMM where you think of personas for buyers, how/what/where you communicate also differs in the marketing path. Consider that what you say on social media varies from what you say in your performance marketing campaigns, blogs, websites, and field marketing events. You have different people for those roles, right? It's no different between PR/Comms and PMM. PR/Comms is towards a more p ...Read More

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