April Rassa
Product Marketing, Cohere
Content
April Rassa
Cohere Product Marketing • 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
1479 Views
April Rassa
Cohere Product Marketing • 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
1477 Views
April Rassa
Cohere Product Marketing • 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
1426 Views
April Rassa
Cohere Product Marketing • 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
1109 Views
April Rassa
Cohere Product Marketing • 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
1050 Views
April Rassa
Cohere Product Marketing • 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
1026 Views
April Rassa
Cohere Product Marketing • 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
943 Views
April Rassa
Cohere Product Marketing • September 29
When you think about your product messaging, you may start with the features and benefits the product provides. While those things do need to be defined, they should not be where you start developing your product messaging from. Instead, your product messaging should lead with the intangible val......Read More
843 Views
April Rassa
Cohere Product Marketing • September 29
My short answer is to be scrappy and test with customers. Make sure your messaging can answer these questions: - Does your message focus on one main point? People will remember if your message is concise, clear and consistent. - Does the message include “what’s in it for me”? Tell customers wh......Read More
841 Views
April Rassa
Cohere Product Marketing • 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
841 Views
Credentials & Highlights
Product Marketing at Cohere
Formerly Adobe, Box, Google
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