Profile
Elizabeth Brigham

Elizabeth Brigham

Director, The Jay Hurt Hub for Innovation and Entrepreneurship, Davidson College

Content

Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipJanuary 31
Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now! This is a tricky one as I've seen 3 different models in my recent career history: * Mid-sized tech company where product marketing and demand gen were separate groups, yet co......Read More
2698 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipApril 29
Hi all - great to be with you here today live from my home office and spinning vinyl on my turn table as I answer your questions! In terms of sweet messaging templates, I generally go back to the Crossing the Chasm standard mad libs version: * For __________________________________________......Read More
2247 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipJanuary 31
I'm not sure I'm fully understanding the premise of the latter half of this question, so I will address the first part. For those interested in this question, if you can provide me more explanation around what you mean by "support revenue growth reactively," I'm happy to respond. On the former......Read More
1576 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipApril 29
I'm a fan of the highlighter test method. We generally will take advantage of being present at an event (know this is challenging in today's environment) and take about 20 copies of two versions of our messaging, then sit down with clients/non-clients and ask them to highlight words that resonate......Read More
1242 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipJanuary 31
The most important KPI is closed won business. If your sales team knows to whom, how, what and at what time to sell (e.g. when to walk away), you've done your job.  Other internal metrics to consider are: * Managers' qualitative review/certification of sales ability to pitch and demo (the......Read More
1223 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipJanuary 31
Hmmm...I actually haven't had the experience of PMM not having budget to spend, so not sure I can really speak directly to this. I have worked at a start up where we basically have no budget at all, but that's another story on scrapiness. In general though, any time I've had to write a busines......Read More
1063 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipApril 29
What has been challenging for me in the past is not having a ton of reference customers and/or data to back up messaging for a new product launch. This is a delicate balance between making sure that you have product-market fit before a major launch, having those reference customers with some data......Read More
1054 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipJanuary 31
I find the root cause of this problem is a lack of trust. Everyone wants to get involved because either they don't feel like their voice will be heard otherwise or because they don't trust what has been delivered in the past. This is a tricky problem, but here's how I'd break it down: 1. Prod......Read More
1044 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipApril 29
Stakeholder communications and management can vary widely in my experience working at start ups to some of the largest enterprises in the world (Disney). When you're working with a founder CEO who has a very specific vision for positioning and messaging, you want to make sure that you know all th......Read More
882 Views
Elizabeth Brigham
Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and EntrepreneurshipApril 29
I don't think you ever stop iterating on messaging as long as you're developing new aspects of your product. For a product launch, again, I would make sure that you've tested your messaging with somewhere between 5-20 clients and non-clients and then ship what comes out of those tests. Product ma......Read More
866 Views
Credentials & Highlights
Director, The Jay Hurt Hub for Innovation and Entrepreneurship at Davidson College
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Oak Park, Illinois
Knows About Growth Product Marketing, Messaging, Stakeholder Management, Consumer Product Marketi......more