Elise Beck

There are a few ways you can validate your messaging: I like to start by doing a customer listening tour. Spend some time getting to know your target customer and pay c...

The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleto...

When it comes to aligning the goals of your product and PMM teams, it's important to first look at your company's overarching OKRs--which should act as a guiding star for...

I do think it's important to ladder your product positioning into the broader product portfolio and/or company message. I've talked about the 6 components of your positio...

This is a great question! While I don't have 3 perfect insights up my sleeve, I'd love to share my take. Marketing to developers has been tricky for me, usually because t...

I believe that every idea and request can be valuable, and at Wistia, we've worked hard to foster a culture where product ideas and feedback are openly shared. Of course,...

This is a great question! At Wistia and HubSpot, we implemented a "Product Spotlight Series" as a monthly mechanism to showcase incremental product improvements to custom...

In product marketing, we often focus on brand-new features that can attract new customers and expand our market. But for existing customers who've already bought in, some...

Again, I think this is where it's helpful to align with your company-level OKRs.At a high level, you're all working towards the same goals. If you have an idea that you t...

In my experience, it's important for the product team to establish their own OKRs that ladder into the company-level objectives. However, creating a culture of agility th...