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Jesse Lopez
Director of Product Marketing, Dandy
About
Jesse is a seasoned strategist and marketer with a proven track record of building, implementing, and executing business strategies and marketing plans that drive business growth in consumer & tech industries.
Content
Jesse Lopez
Dandy Director of Product Marketing • March 23
Start any GTM strategy by anchoring on the four critical components of any go-to-market initiative. 1. What: What software or offering are you selling? What problems does it help solve? What makes your product unique vs. alternatives? 2. Who: Who is your ideal customer profile, and why? Wh......Read More
3348 Views
Jesse Lopez
Dandy Director of Product Marketing • October 25
Both - pricing is a team effort. PMM and PM should be in lock-step when building, executing, and optimizing a pricing strategy. Some considerations on critical phases of pricing strategy development: * Competitive differentiation: Both teams should proactively build a comprehensive unde......Read More
1391 Views
Jesse Lopez
Dandy Director of Product Marketing • October 25
Your pricing and packaging are components of your competitive positioning - the way you group features or the value metric you use to charge a SaaS fee helps frame your offering to your target audiences. For example, suppose your packages serve different audiences with differentiated needs. In......Read More
1280 Views
Jesse Lopez
Dandy Director of Product Marketing • March 23
Cross-functional collaboration, alignment, and execution are the most challenging aspects of operationalizing a GTM plan. Challenge: X-functional collaboration Solution: PMMs must ensure that a cross-functional team with clear roles and responsibilities supports every major GTM plan vs. chasi......Read More
1235 Views
Jesse Lopez
Dandy Director of Product Marketing • July 5
Customer interviews are the most beneficial resource to land "how" you are different vs. competitors and "why" it matters to your customers. Instead of focusing on three research methods, I will recommend three types of interviews you should consider when researching a competitor: * Switcher in......Read More
1116 Views
Jesse Lopez
Dandy Director of Product Marketing • March 23
Many methods exist to identify ideal customer profiles (ICP) for your product. The simple approach is to look inwards to understand product-market fit among your existing users. 1) Power Users: Identify your power users and understand why they love you. Typically, these cohorts help inform ide......Read More
1041 Views
Jesse Lopez
Dandy Director of Product Marketing • October 25
Rolling out pricing and packaging for a new product launch requires a well-planned execution plan that informs multiple audiences as to "what you are selling," "how you deliver value," and "why you are better than alternatives" in your product launch. The plan should include critical phases fo......Read More
997 Views
Jesse Lopez
Dandy Director of Product Marketing • October 25
With limited context into your exact situation, I can share some initiatives/tactics I have employed in the past to execute price increases or restrictions to features: 1. Understand your customer base, assess the impact of pricing or feature changes for different customer audiences, and bu......Read More
951 Views
Jesse Lopez
Dandy Director of Product Marketing • July 5
Three types of research should inform any competitive and market intelligence program: * Internal resources and intelligence, such as sales calls and win-loss analysis, are great for identifying high-level competitive and market insights. I typically use these resources to identify areas ......Read More
909 Views
Jesse Lopez
Dandy Director of Product Marketing • March 23
Three core elements of a strong, repeatable GTM framework are: A formal model to tier launches based on importance and market potential. Rather than depleting resources to make every feature or product release a big deal in a crowded marketplace, it is essential to prioritize your launches ba......Read More
834 Views
Credentials & Highlights
Director of Product Marketing at Dandy
Formerly Brex, Klaviyo, Square, Intuit, PepsiCo, Heineken, Mondelez
Product Marketing AMA Contributor
Studied at MIT
Lives In Dallas, TX
Knows About Scaling Product Marketing, SMB Product Marketing, Multi-Year Product Launches, Market......more
Speaks English, Spanish