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Frances Liu
Head of Marketing, Instawork
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Frances Liu
Instawork Head of Marketing • September 1
I borrow from the typical ones mentioned on Sharebird (the box one? mind's failing me here) and modify them based on what I'm messaging. Re: competitive positioning, I break it down by 3 segments at a high level and against key value props how we stack up. * Who are incumbents * Top direct ......Read More
1011 Views
Frances Liu
Instawork Head of Marketing • September 1
Messaging is articulating why and how your product/service matters. It's a unifying tool for teams so we continually show value to our customers. I've learned to appreciate a simple tool like a messaging doc. Without one, it takes longer to onboard new employees, harder to wrangle the cats. Busi......Read More
803 Views
Frances Liu
Instawork Head of Marketing • August 31
I find it helpful to test along the way and continue testing once it's released broadly. Unsurprisingly, we work closely with customer-facing teams, advisors, and internal teams as a starting point and work with them to roadtest. I'd love to say there's always a deliberate process, but sometimes......Read More
514 Views
Frances Liu
Instawork Head of Marketing • August 31
To build consistency, it's critical that everyone in the company believes and uses the brand positioning and mission. For example, at Instawork, our CEO walks through it at every all-hands and uses a recent customer example to highlight how we've delivered (or failed to deliver) on our value prop......Read More
459 Views
Frances Liu
Instawork Head of Marketing • September 1
As others have mentioned, practice. It's hard to find the extra time, so here are some ideas: * Try different frameworks to refresh on basics * Find reasons to tag-team a refresh. I've used it as part of onboarding new marketing folks * Compare with PMMs at other companies. I'm grateful to......Read More
431 Views
Frances Liu
Instawork Head of Marketing • September 1
It depends on the person's prior experience, but the core skills are around: research/insights, building personas, building the messaging framework. And a general coaching rule is: tell, show (via examples from other companies or here), and do (often). We're at a growth stage where there's so ......Read More
396 Views
Frances Liu
Instawork Head of Marketing • September 1
It can be hard to keep messaging simple and poignant. It takes time, revs, and validation. There's pressure to get it perfect right off the bat. Or people sit and forget. Let it evolve over time. Something I've learned is how valuable it can be to tap the emotional benefit. It's still important......Read More
377 Views