Alissa Lydon
Head of Marketing, LEVEE
Content
Alissa Lydon
LEVEE Head of Marketing • April 27
At its most basic, messaging is about answering 3 key prompts: * What is the problem facing the market today? * What solution (generally) will help solve this problem? * What does your product do to help solve it? To me, competitive falls squarely underneath that third bullet point. It's o......Read More
1027 Views
Alissa Lydon
LEVEE Head of Marketing • April 28
When I am looking for messaging and positioning validation from outside the org, I find that people engage more with a story than with a static framework. And as far as stories go, everyone much prefers pictures to reading dense Powerpoint slides! To that end, putting together a solid "marketect......Read More
703 Views
Alissa Lydon
LEVEE Head of Marketing • October 12
I've read a couple of great books on building messaging. The two I enjoyed the most were: The Aha Moment by Andy Cunningham. She has worked with some of the most iconic brands in tech (including Apple during Steve Jobs' heyday). She provides a great framework for understanding what she calls "......Read More
651 Views
Alissa Lydon
LEVEE Head of Marketing • May 6
For new products and major features, I find it invaluable to go through a complete messaging exercise. This is an iterative process that involves collaboration with Product, Marketing, and Sales. I've developed a template for this over the years that combines the things I liked most from the past......Read More
630 Views
Alissa Lydon
LEVEE Head of Marketing • April 28
I think with anything you do in Product Marketing, you first have to understand what your goals are to avoid being completely consumed by the task at hand. This includes understanding who your audience is, how the information will be used, and most importantly how you will measure success. The sa......Read More
595 Views
Alissa Lydon
LEVEE Head of Marketing • April 27
Market and competitive analysis can sometimes feel overwhelming. With so many sources to keep track of, and new competitors popping up all the time, it can be a full time job! To avoid feeling overwhlemed, it's important to prioritize the competitors and channels that are the msot relevant to ......Read More
579 Views
Alissa Lydon
LEVEE Head of Marketing • May 6
Let the data tell the story of your ICP! Use your existing customer base as a starting point. Take your best customers and look at them in aggregate - what patterns emerge across industries, company size, tooling adoption, maturity indicators, etc.? From there, you have a great base to help infor......Read More
530 Views
Alissa Lydon
LEVEE Head of Marketing • April 27
Two words: customer stories! Product Marketers need to make sure that everyone is united in telling the same story about our product and its value. I always think of it like internal selling. And just like in the field, one of the most compelling ways to convince people is to use customer proof p......Read More
515 Views
Alissa Lydon
LEVEE Head of Marketing • May 6
For organizing and keeping track of launch activities, I created templates that I have carried with me from company to company. They contain all of the best elements from past launches (both my own and other PMMs I have learned from). And frankly, there is nothing fancy about them - they are most......Read More
495 Views
Alissa Lydon
LEVEE Head of Marketing • October 12
Almost everything I learned about messaging I learned by watching other companies who do it really well. These can be similar players in your space (even competitors), or even products/brands you really admire. What are the things that they talk about that help them stand out, and how can you app......Read More
488 Views
Credentials & Highlights
Head of Marketing at LEVEE
Formerly Mezmo, Sauce Labs
Lives In Oakland, CA
Knows About Competitive Positioning, Messaging, Product Launches, Sales Enablement, Product Marke......more