Christina Lhi

Head Of Product Marketing, Square

Content

What type of customer research do you do pre-launch to help you have a great product launch?

Christina Lhi

Square Head Of Product Marketing • September 14

It is always a good idea to factor in some time for research pre-launch to make sure your messaging is resonating with your target customer. In the past, I've done this both via quant surveys (Pros: more data driven confidence levels but Cons: Finding the right prospect audience can be expensive)......Read More

3349 Views

What are the top documents you create when working on Competitive Positioning programs?

Christina Lhi

Square Head Of Product Marketing • September 14

Some key documents that my teams have implemented for competitive positioning are starting with data gathering on points such as: key value props, feature set, target customers, pricing, strengths, customer perception. Partnering with brand and demand gen teams on creative campaign insights and m......Read More

3236 Views

Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?

Christina Lhi

Square Head Of Product Marketing • September 14

This is a great question. Overall, product differentiation is key and one of the roles I really enjoy within PMM is having such a pulse and influence on what differentiates your product in the market - but it's not enough to just be different, it needs to matter to your customer and it needs to c......Read More

3118 Views

What is the difference between messaging and positioning?

Christina Lhi

Square Head Of Product Marketing • September 14

I like to think about positioning as the internal facing framework of how you want your sellers to perceive, understand and feel about your product. Positioning informs your messaging. It can reflect the vision for your product, key differentiators, and defines what your product is. Messaging is ......Read More

2105 Views

How often do you talk to customers, or do qualitative + VOC research?

Christina Lhi

Square Head Of Product Marketing • September 14

All the time! It is so critical for PMM teams to talk to customers to understand their pain points, their jobs to be done, their delighters, motivations, etc. It's also important for GTM teams to have a pulse on customer feedback via customer success, sales and account management in order to unde......Read More

1995 Views

How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?

Christina Lhi

Square Head Of Product Marketing • September 14

Like any good marketer, it's about knowing your end customer and how they would like to consume information. All sales teams are different and finding the right communication methods (format, frequency) is important to align on up front so that you can focus your energy on being efficient and eff......Read More

1405 Views

How do you stay on top of competitors when it's a crowded market and things are changing every day?

Christina Lhi

Square Head Of Product Marketing • September 14

Ongoing: Google alerts to get pushed industry and/or competitive content, subscribing to your competitors lead gen lists, reading earnings call transcripts. From existing customers, (SAM teams can help here a lot!) understand who is churning and where are they switching, or any complementary prod......Read More

726 Views

Credentials & Highlights

Head Of Product Marketing at Square