Anthony Kennada

Anthony KennadaShare

Chief Marketing Officer, Hopin
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Anthony Kennada
Chief Marketing Officer at Hopin
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The catch is that owning a niche can lead to some great business outcomes for the company on top.  When it comes to category creation, the idea is to position and evangelize a new problem that's observed in the marketplace for the very first time -- regardless of whether or not the title you're selli...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
Interesting! I'll take a stab at it. My sense is that all of these fall under the parent bucket of messaging and positioning. Value Proposition is a subset of messaging that refers to the benefit of the feature or product or platform to the end user or economic buyer. What business impact can they expect by adopting the feature or product? Pitch (often referred to as an elevator pitch) is a :30 second or so description of the product that roughly tells the entire story. A pitch should captivate the audience enough that they want to learn more. Story is perhaps a superset of all of this,...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature parity with the competition, executing on customer requests, bug fixes, etc. -- the brand can serve as a useful filter and framework by which you can make decisions and set the appropriate priority. At Gainsight, our purpose was to be living proof that you can win in business while being human first. Human first became our true north from a product strategy perspective -- how did each proposed feature or enhancement on the ro...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voice in context of making purchasing decisions. In 7 years of building Gainsight, I think the only value we had from working with analysts was sponsoring a thought leadership paper with Forrester. It was expensive (~$100K) but allowed us to leverage the brand equity of a trusted brand in the market to...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
This is an important question that points to the relationship between brand and product marketing in context of competitive strategy. Short answer, I wouldn't optimize around the competition -- as there's not much you can do in this case to prevent them from copying your messaging. The thing though is that product messaging is easier to copy than a brand position that's validated by the market. A classic example of this is Intercom vs. Drift. Intercom was certainly the first mover in the chatbot space, and they took a position that was super focused on use cases for the product (support, ...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
I definitely appreciate this tension -- and in a perfect world you find the right mix of both on the team. Analytical skills will benefit our understanding of market sizing and opportunity, pricing and packaging decisions and so on. The "brand" or creative skillset would aid in storytelling around messaging, content efforts, etc. I think it depends on your role within the PMM org. A Head of PMM, ideally, would be able to balance both analytical and creative capability, and hire to his/her weaknesses. But an appreciation for the power of brand marketing is a superpower in product marketing...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actualize in their careers by solving business problems, getting recognized, promoted, etc. Your products can help them accelerate up Maslow's funnel, but products aren't the only thing. You can measure brand in so many different ways. Content & conference marketing sourced (literally) 80%+ of ARR at Ga...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
I think it depends on what sub-function of PMM you've excelled in (or are applying for). If more technically-oriented, I'd want to learn about a product launch that you've been a part of, walk through a set of messaging you've developed, and understand how you've worked closely with the product team. If more GTM-oriented, I'd love to see a deck you've built for the sales team, how you've thought about personas and market segmentation, and understand how you've supported the sales team in hitting their targets. If you're applying for a Head of PMM role, perhaps a view into all of the abov...
Anthony Kennada
Anthony Kennada
Chief Marketing Officer, HopinJanuary 28
I think the two are very tightly correlated -- both are storytellers by nature, but telling stories at different parts of the funnel. A simple way to think about it is that brand is principally responsible for the "why" while product marketing owns the "who," "what," and the "how". Since people make buying decisions emotionally, brand is responsible for emotionally convicting the market and using the appropriate levers (in partnership with demand) to pull the newly converted into our audience and funnel. Product Marketing helps brand understand who the target audiences are and what they car...
Credentials & Highlights
Chief Marketing Officer at Hopin
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Phoenix, Arizona
Knows About Consumer Product Marketing, Brand Strategy, Analyst Relationships, Category Creation,...more