Hannah Hughes

This depends on the phase of development. I typically break my messaging process into 3 KPIs, used throughout the process of creating product messaging: During initial creation, partner with research to refine your territories and messaging. I like to assess both comprehension and compulsion to use- aka, does the user understand this feature AND find it compelling? During launch and after, quantitative measurement leads. You can still test an optimize here through segmentation and other methods. ...Read More

This is a great question! Depending on your product and the complexity of your funnel, PMM may have more or less impact on the metrics PM is responsible for. As you plan KPIs for your PMM team, ensure that they are far enough up-funnel that your team can impact them- or make sure that the PMM team has enough influence on the downfunnel experience (which is usually within the product itself) to impact that metric. For example, if you're working on a credit card sign-up journey: PMM could own the ...Read More

I think there are actually 2 questions here. Who collects the feedback, and how a team decides to respond to it. The maturity of the product matters here, so I'll break it down into 2 stages: For very early-stage products, keep a much responsibility withing the core working group as possible- This means collecting feedback, troubleshooting, analysis, and sales enablement/internal comms and education. Shortening the feedback loop helps the team move faster. In this model, both PM and PMM collect ...Read More

Having a clear understanding of your product architecture is critical to driving clear narratives for your audience. The question here only outlines products/features, but there are more categories as well. Typically your architecture will be structured something like this: Verticals or Product Areas- high level groups of products. Products- A piece of technology that can be adopted, used and interacted with. Features- Smaller pieces of technology that support the use of the product. Subfeatures ...Read More

1. Intial product definition - Owned by Product, PMM consults. Help the team to assess: Are we building something that meets the basic requirements of the market? Where do we fall alongside competitors? Are we creating a delightful experience that will keep users coming back?  2. Messaging/Value Prop development- Owned by PMM, Product consults. How can we talk about this product so that it drives comprehension and affinity? Throughout both product and marketing touchpoints, how might we create c ...Read More

Great messaging drives strong growth. If you have conversion issues in your funnel, messaging is a great way to rapidly experiment and see if your users don't understand your offering, or the wrong expectations are being set by your messaging. Messaging can also pave the way for necessary product improvements. Keep your product partners close, and share what you learn! Troubleshoot the following scenarios to decide if your messaging needs a refresh: Strong top of funnel, poor conversion- Your me ...Read More

I love this question and have been learning so much from my new partners on Brand at Cash App! Messaging is a collaborative effort across so many- Brand, Insights, Content Strategy, and more. I would suggest forging deep relationships with all these stakeholders- all your work needs to reinforce each other and be harmonious. Most commonly, we share our messaging frameworks and get feedback from one another. The Brand positioning should be informed by product- what benefits our products provide o ...Read More

A few ideas on how to respond to your product partners in these situations:  Propose bundled launches- Group similar features into one announcement to decrease cognitive load for users.  Create requirements for broader marketing support- Create a framework of how PMM supports different levels of features. How does your team support features that are seeking product<>market fit vs scaled mature features? Share explicit expectations around funnel performance with your product partner, dig in ...Read More

AI is an incredible tool, but relying on it to generate creative outputs can be a trap. Large Language Models (LLMs) are trained on vast datasets from the internet, which means their outputs inherently reflect existing content rather than breaking new ground. If differentiation is the goal, using a tool that replicates patterns from the past won’t get you there. Instead, AI shines in areas like competitive analysis, desk research, summarization, and refining internal communication for clarity—al ...Read More

All messaging is an exercise in empathy. Why aren't these users adopting? Do you understand their reservations or needs well enough to build something compelling for them? Here's a structured approach to developing a perspective on this cohort and how to reach them: Segmentation I would start by partnering with your research or data science teams to identify shared characteristics within this group. If a segmentation doesn't exist that captures these users, continue on to the research step and c ...Read More