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April Rassa
Product Marketing Consultant, Aventi Group
Content
April Rassa
Aventi Group Product Marketing Consultant • January 18
Addressed a similar question related to Campaign teams earlier. Please refer to that response. In short, Product marketing is the vital work of developing a customer lifecycle journey, pricing, sales support materials, analyst relations, and press. Demand generation consumes the outputs from pr......Read More
2450 Views
April Rassa
Aventi Group Product Marketing Consultant • September 29
I think some of the work April Dunford has done in terms of the framework she lays out in her book is super practical and easy to use. There are some good examples you can find here. I'm a big fan of the Content Marketing Institute and they have some great content around messaging framewo......Read More
2364 Views
April Rassa
Aventi Group Product Marketing Consultant • April 2
There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-......Read More
2089 Views
April Rassa
Aventi Group Product Marketing Consultant • September 28
It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CE......Read More
1454 Views
April Rassa
Aventi Group Product Marketing Consultant • September 28
Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write wi......Read More
1446 Views
April Rassa
Aventi Group Product Marketing Consultant • April 1
Captain obvious here but customers and data. Framing stories and pain points mapped to personas helps, partnering with your Product team so you're locked in the customer journey is also super helpful, so the teams recognize where the shifts muct be made. Customer retention is the holy grail of b......Read More
1429 Views
April Rassa
Aventi Group Product Marketing Consultant • April 2
When a product is in development you typically will be working on a launch plan in parallel. These elements include: - GTM strategy: product adoption strategy, pricing/packaging, competitive, customer playbook - Internal enablement & comms strategy - Sales enablement/technical enablement ......Read More
1407 Views
April Rassa
Aventi Group Product Marketing Consultant • April 2
CABs are great. Customer advisory boards have several common objectives in mind, including: - To create champions for the brand - To validate product ideas and guide the product roadmap - To help shape marketing messaging - To gather market intelligence - Understand the buying triggers of the c......Read More
1210 Views
April Rassa
Aventi Group Product Marketing Consultant • September 28
The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More
1160 Views
April Rassa
Aventi Group Product Marketing Consultant • April 2
The first step is defining the customer journey and making sure your key functiona teams understand that journey. Then, recognizing that there may be stop gaps that need to be implemented to ensure customers can take advantage of the feature. What needs to happen on the delivery side of the house......Read More
1153 Views
Credentials & Highlights
Product Marketing Consultant at Aventi Group
Formerly HackerOne, Cohere, Box, Google, Adobe
Studied at University of Michigan, Ann Arbor
Lives In Bay Area, California
Hobbies include road cycling, hiking, traveling
Knows About Influencing the Product Roadmap, Stakeholder Management, Consumer Product Marketing, ......more
Speaks French and Farsi