Charlotte Evans Will

This question really resonates with me because AI mentions are at an all time high; and therefore, the market is pretty noisy. In order to cut through, I focus on getting to a single headline message that is both pointed and taps into an emotional tension.  How I do this is by focusing on the core principles of any good marketing (this by the way is the Google marketing mantra):  Know your user(s) Know the product magic Connect the two Let’s say you have a product that will save a bunch of time ...Read More

Quite a bit! I see AI playing a key role across many points in the launch journey, but you can break it down into 3 simple categories: Develop your story Land it Optimize it  Let’s take each piece at a time. Develop your story Know your market  — AI can help synthesize key market insights across a wide range of dimensions: Desk research on your target personas and segments Summarize more lengthy secondary research for you (UX research, customer interviews and quant, if you are in the b2b space t ...Read More

[note this is the same answer to several overlapping questions] AI has a key role to play across many points in the launch journey, but you can break it down into 3 simple categories: Develop your story Land it Optimize it  Let’s take each piece at a time. Develop your story Know your market  — AI can help synthesize key market insights across a wide range of dimensions: Desk research on your target personas and segments Summarize more lengthy secondary research for you (UX research, customer in ...Read More

We are using AI for our competitive intelligence program in two ways right now:  (1) product intelligence for competitive offerings Rather than manually build and maintain feature lists for our competitors which then immediately get out of date, we have an internal answer bot that will scrap the web to answer whether a competitor has xyz feature. Any seller can submit a prompt to our answer bot which greatly reduces the burden on PMM fielding repetitive questions. (2) the tl;dr for real time com ...Read More

Find common ground between teams, identify where the breakdown in communication is happening, and bring people together in facilitated workshops to solve problems collaboratively. One strategy that has worked well for me is taking the time to find the common ground between teams - identifying what both sides care about. Then, pinpoint exactly where the breakdown in communication is happening or where alignment is failing, so you can get crisp on what problem needs to be solved. After that, liter ...Read More

Positioning and messaging is a must-have for any role. To get that right, you need to immerse yourself in understanding the products, competitive landscape, and business with a commercial mindset. The positioning and messaging component is something that is absolutely essential for any product marketing role. As Eric and Maureen mentioned, to get this right, you have to truly immerse yourself in understanding the products, the competitive landscape, and the business. Having that commercial minds ...Read More

At Google and Gong, the line between core product marketing and go-to-market product marketing is blurry. The inbound work sits more on the product side, while launching, giving shape to ideas, understanding what it is, and positioning messaging is just product marketing. In my time at Google and even at Gong, we don't have a clear distinction between what you're calling core product marketing and go-to-market product marketing. The line is quite blurry, and a lot of the inbound work sits more o ...Read More

We stay close to the product roadmap and start planning when we have a strong sense of timing for beta and GA. Key milestones include developing the messaging house, working with integrated marketing on channel strategy, locking the scope, executing, and post-launch debrief. We have a tiered approach and stay very close to the roadmap, so we typically have visibility into what's coming down the road, though lately things have been coming up really fast. The key thing is getting a strong sense of ...Read More

Pricing and packaging is definitely challenging, but naming is my immediate response. Naming is the crystallization of product strategy and needs to fit within existing brand architecture, while everyone seems to have an opinion on it. I believe that naming is the crystallization of product strategy, so there's a lot that goes into the name. Naming also needs to be done in the context of the broader product architecture and brand architecture, maintaining consistency and fitting within existing ...Read More