Elizabeth Brigham

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

Content

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

Elizabeth Brigham

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

2701 Views

What are short and sweet messaging templates or frameworks that you and your team use?

Elizabeth Brigham

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

How does product marketing own more of the funnel strategy (acquisition, conversion, retention) rather than just support revenue growth reactively?

Elizabeth Brigham

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

What is the most efficient way to validate messaging with customers?

Elizabeth Brigham

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

Which KPIs do you typically use to track sales enablement success?

Elizabeth Brigham

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

1224 Views

What tips or best practices do you have for convincing channel teams (or other teams) to fund your projects or initiatives, when Product Marketing commonly doesn't have their own budget to spend.

Elizabeth Brigham

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

What are the biggest obstacles you typically encounter in implementing new messages for a product or service?

Elizabeth Brigham

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

How to get everyone aligned on a decision making framework? Usually, everyone including engineers wants to get involved on strategy/marketing piece on what we want to communicate. How do we make sure people follow and understand it?

Elizabeth Brigham

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

What's the best way to keep the leadership team engaged and continually contributing to messaging strategy and positioning?

Elizabeth Brigham

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

When do you stop iterating on messaging? How often should you revisit it?

Elizabeth Brigham

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