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Aliza Edelstein

Director of Product Marketing, Brex
Aliza Edelstein
Director of Product Marketing, Brex
Aliza Edelstein
Director of Product Marketing at Brex
August 11, 2021
MessagingFollow Aliza
How do you promote new/updated messaging internally?
Director of Product Marketing at Brex
* 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...more
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How do you think about features, advantages and benefits in the context of messaging?
Director of Product Marketing at Brex
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...more
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What are some examples of the types of insights you used to gain insight from internal stakeholders?
Director of Product Marketing at Brex
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 ...more
MessagingFollow Aliza
How much bearing does your competition have on your messaging? How do you tackle/counter theirs?
Director of Product Marketing at Brex
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...more
People ManagementProduct MarketingMessagingFollow Aliza
What is the best way you've found to coach a new product marketer on creating messaging?
Director of Product Marketing at Brex
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...more
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How do you drive alignment across the exec team on messaging
Director of Product Marketing at Brex
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...more
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How does Marketing messaging differ from PR/Comms messaging?
Director of Product Marketing at Brex
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...more
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What are short and sweet messaging templates or frameworks that you and your team use?
Director of Product Marketing at Brex
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...more
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What are some of the best messaging 'success stories' of your career?
Director of Product Marketing at Brex
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 [https://www.survey...more