Jessica Webb Kennedy

Jessica Webb Kennedy

Head Of Marketing, Tailscale

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Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
This is always a challenge but in a lot of ways, I think it comes back to understanding that your brand isn't just what YOU say it's what the community says about you. Dave Gerhardt CBO at Drift has a ton of content around this, one thing he says that I wholeheartedly agree with is "What people s...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? A...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging across an organization. Internally for us, this looks like Confluence documentation https://www.atlassian.com/software/confluence/...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
I think when it comes to features <> benefits in messaging you really can't have one without the other. Features are the what, benefits are the why - people need to be painted a picture of how you are going to help them solve their problems. A checklist alone doesn't make someone more productive,...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
Research, research, research! This is something we embarked on a few years ago for Trello - we had been acquired by Atlassian and over time we needed to cement our place as a mission-critical tool for businesses. We had made our name in the space of being a loveable freemium product that many use...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale with things like usertesting.com but you can also hack it together on different platforms like LinkedIn and Twitter. Sometimes I w...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific a...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist. I think this is the right order of things that sho...more
Jessica Webb Kennedy
Jessica Webb Kennedy
Head Of Marketing
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant! The ones that come to mind for me are being great at prioritization, project management, data gathering/fact-finding, working...more
Credentials & Highlights
Head Of Marketing at Tailscale
Formerly Atlassian (Trello), HubSpot, Lyft
Top Product Marketing Mentor List
Lives In Boston, MA