Diana Smith

Diana SmithShare

Director of Brand and Product Marketing, Twilio.org, Twilio
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Video: Adventures in Messaging: E06 with Diana Smith, Director of Product Marketing & Brand, Twilio.org
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Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio
sharebird
Diana Smith
Director of Brand and Product Marketing, Twilio.org at Twilio
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen most marketplaces have their first message be targeted toward the demand side and then have the supply sides be secondary way at the bottom.  Examples: https://www.doordash.com/ https://www.instacart.com/ https://www.imperfectproduce.com/ If you're really supply constrained, you might change y...
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, or show how other players in the market have it all wrong. This is a never-ending battle because your competitors will likely copy any good messaging you put out, so the need for new creative messaging is cyclical. I do think it’s a good exercise to act like a new buyer and see if you could easily tell the difference between your product and your competitors. If not, there is definitely some work to do!
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
I think you can have two flavors of product marketers. The first are very analytical and business-minded. They identify the key top customer problems and benefits for the product. Then, they might need to collaborate with someone in brand, content, or copywriting to make those messaging points spiffier and more engaging. I am in this camp! Other PMMs are great wordsmiths who take pride in choosing just the right word to get to the essence of the point they are trying to make. Both can be good product marketers.  I believe product marketers, at minimum, need to be good at writing long-...
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
You asked exactly the right question as the best messaging is all three (consistent, creative, and differentiated). Getting there isn’t easy. I try to break it down step by step. I start with differentiated. What’s different about us that’s valuable to our customer? Then creative: how do we express this in a creative way? Finally, consistency: now that we’ve figured out a creative way to express our differentiated message, let’s make sure it’s the same everywhere and everyone in our company can recite it back to us. Case study: What good is bad data? At Segment, one of our key differenti...
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
I agree that a product marketing-minded person is very helpful in the early days of a startup. PMMs tend to be good generalists because we own messaging and go to market planning. We also need to deeply understand the market, product, and customer base. In the early days as the first marketer, you need to not only make the plan but deliver the plan completely on your own. From writing content to creating emails and ads, it’s all on you. Having a strategic mindset for customer needs, market context, and messaging can definitely help here. That said, don’t expect to only do traditional PMM...
Diana Smith
Diana Smith
Director of Brand and Product Marketing, Twilio.org, TwilioJuly 16
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major product changes or brand new products that require significantly adjusting our go to market strategy.  Small updates: Monthly email to sales, slack message to success Medium updates: ^ + dedicated email to sales/success + all company slack channel + join sales all hands recurring meeting to train...
Credentials & Highlights
Director of Brand and Product Marketing, Twilio.org at Twilio
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Competitive Positioning, Building a Product Marketing Team, Establishing Product Mark...more