Alissa Lydon

Alissa Lydon

Product Marketing Lead, Dovetail

Content

Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 26
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
1598 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
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
1117 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 27
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
972 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadOctober 11
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
883 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
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
847 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
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
786 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
Just like in marketing, sales enablement is all about knowing your audience. At the top level, that means understanding what motivates them (i.e. closing more deals, expanding existing customer base, etc.), and tailoring your enablement to help them understand how a new product/feature will help ......Read More
685 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
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
674 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadApril 27
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
622 Views
Alissa Lydon
Alissa Lydon
Dovetail Product Marketing LeadMay 5
There are two levers I think about when deciding how we should measure launch success: * Are users successfully adopting the product/feature? * Are we successfully attracting users to adopt the product/feature? The first bullet point is all about the product experience, and speaks to the part......Read More
600 Views
Credentials & Highlights
Product Marketing Lead at Dovetail
Formerly Mezmo, Sauce Labs
Top Product Marketing Mentor List
Lives In Oakland, CA
Knows About Messaging, Competitive Positioning, Product Launches, Sales Enablement, Product Marke......more
Work At Dovetail
Product Marketing Manager
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