Aliza Edelstein
Sr. Director of Product Marketing, Brex
Content
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
At a high level, for product messaging, you should have these things: * Elevator Pitch * Unique Value Proposition * Competitive Positioning * Supporting Proof Points For persona messaging, add: * Buyer Personas/Ideal Customer Profiles * Top Use Cases For Elevator Pitches, I like to st......Read More
5085 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
I see three parts to driving alignment, both with execs and among all other stakeholders: 1. First, bring them along for the journey. Messaging cannot be done in a silo, and it’s difficult to properly adopt if not everybody feels bought in. Interview your execs and stakeholders to lea......Read More
2297 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
The key to keeping messaging initiatives on track is to ensure internal stakeholders are bought in and represented throughout the process. In addition to making sure they feel heard, your messaging, launches, and campaigns will be better with their input because they bring different perspectives ......Read More
1427 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
There are many points in a company’s lifecycle when messaging and positioning should be reassessed—such as product launches, rebranding, or when you’re getting consistent feedback from customers or prospects (or other customer-facing teams like sales and support) that things are unclear. Repositi......Read More
1209 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
Oh, this is a fun question! The best successes, for me, have been when our metrics have improved as a direct result of the messaging (which you can determine through testing and isolating the variables to just the messaging. Two successes stand out to me: 1. At SurveyMonkey, I had the privileg......Read More
1107 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
I see three prongs to creating good messaging: understanding the customer, understanding the market, and understanding the product. I’d recommend the following to coach a new product marketer: 1. Listen to customers. Join sales calls, set up new calls, listen to recordings, or read transcri......Read More
1078 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
I recommend creating an internal glossary for your company so everyone shares the same understanding. Here's how I think about it: * Features - Specific functionality of a product. * Core differentiators - What are the 3-5 unique capabilities you have that separate you from the competitio......Read More
1038 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
I think about PMM messaging and positioning more as the internal reference by everyone in the company to ensure a common understanding and language of who we build for, what we build, and why. Brand converts that into how you say it out loud. PR and Comms further translate this for different audi......Read More
991 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
I view the competition as a distraction. Depending on your company’s space, new competitors will pop up every day, or existing ones will launch something new that surprises you. As a PMM, it’s your job to know about this—and if you have a lean team, I recommend you closely partner with Sales Enab......Read More
958 Views
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 2
* Ensure you have leadership buy-in * Roadshow it across teams in the company, starting with those that will be using it on a regular basis * Get your leadership team to amplify it—everywhere (town halls, all hands, internal emails, etc.) * Ask customer-facing teams to include it in var......Read More
858 Views