Charlotte Norman
Head of Product Marketing, Canva
AMA's
Content
Charlotte Norman
Head of Product Marketing
Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva
--:--
--:--
What makes your messaging stand out from competitors isn’t the simple task of
stringing together a lovely sequence of words and putting pen to paper - it’s
the constant evolution and iteration, rooted in testing and market research,
that ultimately sets your marketing apart. In order to know how...more
Head of Product Marketing
I believe there are three crucial things that need to be outlined in order for a
successful launch:
* Why are we doing the launch: what are the key metrics, objectives and
customer benefits of doing it
* Who's the core team working on the launch
* How are we measuring success post-launch?...more
Head of Product Marketing
I do believe in having a north star to help guide all your messaging. Having a
clear brand and positioning DNA which is the overarching narrative for your
entire company, will help ensure there’s consistent messaging across the entire
business and that all positioning is helping tell your company...more
Head of Product Marketing
Good question and I’m sure everyone has a slightly different take on this. From
my perspective:
Positioning = How you solve customers needs and sit in relation to the wider
competitive market
Messaging = How you bring your positioning to life in market
I like to think of messaging as the...more
Head of Product Marketing
Testing, iterating, and optimizing with your core audiences is the key to
successful positioning:
* Talk to your customers and prospective customers to see how the messaging
resonates with them and if it helps them understand the benefits of the
product
* Mockup product flows, or market...more
Head of Product Marketing
The first 90 days is such an exciting and sometimes overwhelming time in a
person's career.
The best way to set up for success in 90 days is as follows:
Day 1 - 30: Learn, learn, learn
The first task I complete (and subsequently ask my newbies to complete) is an
end-to-end product audit. Th...more
Head of Product Marketing
Positioning is about showcasing how you solve your customer's needs in a unique
and beneficial way.
I firmly believe that you can not create strong messaging if you have not
completed an audit of your competitor's messaging. I typically use the following
framework to audit competitors:
Comp...more
Work with Charlotte
San Francisco or Sydney