Profile
Diana Smith

Diana Smith

Senior Director of Product Marketing, Hashi

Content

Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
We think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we own Level 2. Level 0 Messaging: Highest-level company messaging, found in press releases, first sales decks slides, the “about u...Read More
10638 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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: Th...Read More
5557 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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 ...Read More
4266 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
We find it helpful to have a single messaging document that everyone in the company can access. It goes through our mission/vision/description all of the way down to messaging segmented product, customer type, and industry vertical. A shared document enables all of the teams to be on the same pag...Read More
3948 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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 sp...Read More
3336 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that heinous jargon.) In the best-case scenario, you can identify an overarching value proposition for using the platform that r...Read More
3246 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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 expr...Read More
3096 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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 m...Read More
2828 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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,...Read More
2312 Views
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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 co...Read More
1759 Views
Credentials & Highlights
Senior Director of Product Marketing at Hashi
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Solutions and Platform Product Marketing, Vertical Product Marketing, Establishing Pr...more