Jeffrey Vocell
VP of Product Marketing
Content
Jeffrey Vocell
VP of Product Marketing • September 2
I think every product marketing team should! Ultimately, at Iterable we have 3 key documents: * Product GTM Launch Plan - This is a spreadsheet that includes every team involved in a launch, what set of activities are being done, where they are in the development process, and more. It's r......Read More
2158 Views
Jeffrey Vocell
VP of Product Marketing • December 11
The best way I've found is to start small, and grow over-time. To explain that further, when a brand-new product marketer starts I will typically walk through step-by-step the messaging process with them at a granular feature level just to get them some repetition practicing. After doing that a n......Read More
1970 Views
Jeffrey Vocell
VP of Product Marketing • September 2
Yes! At HubSpot we had a template for this, and I’ve created one at Iterable as well. I think there are a few phases of a launch that include different people from your organization. Phase 1: Research - Every product launch HAS to start with research. This is a phase I find many PMMs skip, but t......Read More
1568 Views
Jeffrey Vocell
VP of Product Marketing • December 11
This is a great question. As product marketers, I think we often confuse this terminology, and due to the common use of these terms it amplifies the perception they are different. From my point of view, there are differences between positioning and messaging which I’ll cover here, but everything ......Read More
1486 Views
Jeffrey Vocell
VP of Product Marketing • December 11
I think it’s hard to showcase messaging in an interview unless you’re specifically bringing up documented work. At HubSpot, we like to give candidates an exercise before an interview that typically ties into positioning and messaging. Oftentimes this exercise will tie back to a recently released ......Read More
1459 Views
Jeffrey Vocell
VP of Product Marketing • December 11
At HubSpot we have a “master” positioning guide that exists for every core product and is shared on a central wiki that everyone can access. This positioning guide helps inform the work of marketers, sales enablement, and many other customer-facing teams. To ensure alignment we work closely with ......Read More
1420 Views
Jeffrey Vocell
VP of Product Marketing • December 11
I love this question because I’ve seen many product marketers create positioning and messaging solely based on gut instinct. To truly answer this question though, I think you need to back-up before positioning and messaging is even written. Before writing anything you should ask yourself what dat......Read More
1392 Views
Jeffrey Vocell
VP of Product Marketing • December 11
I’m not sure there really are exercises. Once we have research, then we can plug it into our positioning template and answer a bunch of questions within that template (i.e. “what is the shift in the market/world that the buyer is experiencing?). Once all of those questions are answered, then it’s......Read More
1344 Views
Jeffrey Vocell
VP of Product Marketing • September 2
This is something I discuss with a lot of product marketing leaders because we naturally want to figure out how to do better. I’ll offer 3 mistakes I see a fair amount - but if you have a particular challenge, reach out to me on LinkedIn and I’m happy to help. * Communication: Regardless of the......Read More
1255 Views
Jeffrey Vocell
VP of Product Marketing • September 2
It depends on the launch, but I will usually do a mix of these: Customer Research: Talk with existing customers, or survey your existing customer base (or a segment of it) if a solution your launching is directly related or adjacent to an existing product you have. If you need deep insight into ......Read More
1248 Views
Credentials & Highlights
VP of Product Marketing
Formerly Narvar, Iterable, HubSpot, IBM
Product Marketing AMA Contributor
Lives In Boxford, MA
Knows About Customer Research, Product Launches, Sales Enablement, SMB Product Marketing, B2B Pro......more