Alissa Lydon

Alissa Lydon

Director of Product Marketing, LogDNA

AMA's

Content

Alissa Lydon
Alissa Lydon
Director of Product Marketing
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 ...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
One word: retrospectives! For me, the success or failure of a single launch isn't as important as what we learn along the way. However, in every company I have been at this has been the hardest thing to implement consistently - especially in high-growth organizations where it feels like you are s...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
I always tell my PMs that the earlier PMM is looped into feature development planning, the better. Of course, we want enough lead time to prep for a successful launch. But even before we think about the launch, PMM should bring their insights to the table when the team is in the planning stages. ...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
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...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
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...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
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...more
Alissa Lydon
Alissa Lydon
Director of Product Marketing
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...more
sharebird
Alissa Lydon
Director of Product Marketing
sharebird
Alissa Lydon
Director of Product Marketing
Alissa Lydon
Alissa Lydon
Director of Product Marketing
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...more
Credentials & Highlights
Director of Product Marketing at LogDNA
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Top 10 Product Marketing Contributor
Lives In Oakland, CA