Already a Sharebird user?
Continue with LinkedInMessaging • Follow Jessica
Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
What are short and sweet messaging templates or frameworks that you and your team use?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
How do you think about features, advantages and benefits in the context of messaging?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
How do you test your messaging? How can you know what your target audience likes/doesn't like? Is interested in or finds boring?
PMM Sr. Team Lead (Trello) at Atlassian
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
Messaging • Follow Jessica
What are some common Messaging mistakes you see Product Marketers make?
PMM Sr. Team Lead (Trello) at Atlassian
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
How does your company define the difference between product marketing and integrated/brand/customer marketing? Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
PMM Sr. Team Lead (Trello) at Atlassian
I think there is a ton of value in having these teams work closely but separated
into specific pods. As you noted, there are different skillsets here and they
can be even more effective when given the space to own their domain expertise.
That being said I think when PMM and Brand get too far from...more
Product Marketing • Follow Jessica
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
PMM Sr. Team Lead (Trello) at Atlassian
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
Product Marketing • Follow Jessica
I want to know how to transition into PMM from a Business Analyst role? I have an Engineering background with a MBA, 6+ years exp in Project management. Every time I see job postings I always see that there is a requirement of PMM experience of 3+yrs
PMM Sr. Team Lead (Trello) at Atlassian
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