Profile
James Huddleston

James Huddleston

Head of Marketing, Skedulo

Content

James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
The books that have had the biggest impact on me aren't always specific to messaging but provide greater clarity into the importance of storytelling and psychology. One of my favorites is Michael Lewis' "The Undoing Project". It really helped me understand the psychology that drives people to mak...Read More
992 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
For me personally, I like to use a messaging framework to help consolidate my thoughts based on the research I’ve done. There are a lot of good messaging frameworks you can utilize but the one I start with is typically the one that answers the questions ‘for’, ‘who’, ‘provides’, ‘unlike’, and ‘on...Read More
783 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
This is where your work on buyer personas is critical. If you’ve done your research and understand what makes a specific buyer persona tick, then you should be able to adjust your messaging accordingly based on their unique interests. I’d also say this is where partnership with your demand and di...Read More
697 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
From a process perspective, I'm not sure I'd draw a disctinction between the two. However, portfolio may be a little more complex in that it's multiple products. One thing I've found successful is drawing out a marketecture for how that portfolio of products fits into the broader ecosystem of our...Read More
561 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
I try to keep a finger on the pulse of broad macro trends that could impact my buyer. This information can be accessed through a variety of different sources including media, analysts, or influencers in the space. To avoid the buzz words I try to break down those trends to what they really mean i...Read More
548 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
I believe PMM should own how we articulate the value of our products or solutions to the market. That would include enabling internal teams with clear messaging and positioning and owning how we take the product to market. My expectation is that PM would own the technical documentation of the pro...Read More
543 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
I’m not sure I’d draw a strong distinction between the two actually. As a product marketer, my teams and I are building the messaging framework that supports all types of external comms including PR. I work closely with my PR counterpart and/or PR agency to ensure that we are using that framework...Read More
522 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
I probably spend more time tailoring for the audience than I do the specific channels. When thinking about different channels, I put a lot of thought into how that information is consumed. Obviously messaging in a digital ad is going to be consumed differently than via email. I work closely with ...Read More
510 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
The approval process may differ depending on your company, but I believe it is incredibly important to get input from various stakeholders throughout the process. Not only can you uncover interesting perspectives but it also gets those stakeholders bought into the process which will help them act...Read More
496 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 17
Be very clear and transparent about what it is your product is and what it does. I’d give the same advice for companies with greater brand awareness as well, but I think the problem is even more acute when you don’t have the benefit of that awareness. Avoid jargon, buzzwords and make it super eas...Read More
495 Views
Credentials & Highlights
Head of Marketing at Skedulo
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Messaging, Platform and Solutions Product Marketing