Profile
Alissa Lydon

Alissa Lydon

Head of Product Marketing, Dovetail

Content

Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingApril 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
1923 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingOctober 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
1290 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingApril 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
1159 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 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
1078 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingOctober 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
1022 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 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
1001 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 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
964 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 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
881 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingOctober 11
Messaging is made up of two equally important components - Brand and Product. Brand messaging encompasses the product, vision, market, customers, culture, and more. It can be much more aspirational and future-facing. This is normally owned by corporate marketing, or maybe you have a specific b...Read More
828 Views
Alissa Lydon
Alissa Lydon
Dovetail Head of Product MarketingMay 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
814 Views
Credentials & Highlights
Head of Product Marketing at Dovetail
Formerly Mezmo, Sauce Labs
Top Product Marketing Mentor List
Lives In Oakland, CA
Knows About Competitive Positioning, Messaging, Market Research, Product Marketing Interviews, Pr...more