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Anna Wiggins

Anna Wiggins

Sr. Director of Product Marketing, Content, Customer Research, Bluevine

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Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchMarch 24
There are a lot of messaging frameworks out there. If you are on the hunt for templates, check out April Dunford's website (Obviously Awesome is a must-read of Product Marketers) or the Product Marketing Alliance. In general, a messaging doc should be the single source of truth and act as the bu......Read More
3132 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
I’m glad you are asking this question because this is exactly the right mindset you should have in a young Product Marketing org to avoid becoming solely a GTM service function. The path to this is through a mixture of education and showing value to the Product team. Something you should find ou......Read More
1461 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchMarch 24
Positioning is an internal exercise during which you define the unique value proposition for your product, how the product is differentiated from the competition, and where it sits relative to the competition/alternatives in consumer’s minds. Positioning is a building block for messaging. Messag......Read More
1449 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
This will depend on the type of business you are in. Hardware? Enterprise? These have longer development and sales cycles so the teams have to plan much further ahead vs. a self service model where products tend to ship faster. Also the maturity of the company will make a difference because Produ......Read More
1352 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
Since ManyChat is a younger company, we don’t yet have a lot of product lines that merit the traditional squad PM <> PMM structure. Today the Product Marketing team is structured based on target customer personas with each PMM also responsible for a functional area like research or competitive in......Read More
1316 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
This goes back to your goals for running the alpha/beta and what kind of information you want to gather. In general I look for honest feedback on some of the following themes, but you’ll want to work closely with your PM partners to define specifics. 1. Does the product solve the right problem ......Read More
1282 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchMarch 24
This will depend on the maturity of the product. If your product and target audience don’t change very much, you can look at doing annual refreshes. However, if you are working on a growing product with evolving audiences or you’ve recently pivoted, you may need to tweak your messaging more frequ......Read More
1257 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
I answer a similar question further on, but at a high level a great way to preview the roadmap is part of annual or quarterly account health checks. In the past I’ve had a section in the sales deck. We’ve also recorded videos with our PMs covering high level plans because customers tend to reall......Read More
1204 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
It’s really important to understand your product’s team development process. How is the Product team structured and why? What and when are their sprint cycles. How do new tasks get on the backlog and how is the backlog prioritized. If possible, attend backlog prioritization meetings so you can un......Read More
1185 Views
Anna Wiggins
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer ResearchAugust 12
I would start by understanding why it’s not seen as a priority - does this feature align with your overall product strategy? Perhaps this is an area that the company has made a conscious choice not to enter. However if this is simply a prioritization issue for the Product team, I suggest you qua......Read More
1119 Views
Credentials & Highlights
Sr. Director of Product Marketing, Content, Customer Research at Bluevine
Top Product Marketing Mentor List
Lives In San Francisco, CA
Knows About Solutions and Platform Product Marketing, SMB Product Marketing, Multi-Year Product L......more