Judy Abad

Judy AbadShare

Global Director, Business Strategy and Comms , TripActions
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Video: Adventures in Messaging: E11 with Judy Abad, Head of Business & Operations
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
This is something I have experience doing since I was one of the first monetization product marketers at Instagram and the first product marketer at Slack. I'll say that it was different at both companies, so it can vary. It really matters what your company's priorities are and what each individual is focused on and where their strengths lie.    PMMs do not support PMs 1:1 in small companies (wouldn't that be nice!), so it's best to be strategic about where a PMM can help fill in gaps early on. To me, this is really at three phases: 1) defining the MVP (through an understanding of custome...
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
Great question! In general, I don't think of product marketing as separate from the overall consumer-facing experience because that's what we're all doing at the end of the day (whether your audience is consumers or businesses). The best in class for me is Apple. I know, what an original answer! :) I am a self-professed Apple fangirl. When you build great products and market them well, it can be a magical experience for the consumer. They do a great job of focusing on key benefits and making it dead simple for people to do the thing they want to do when using an Apple product.   Other com...
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
  It depends on how big your company is! At large companies, there’s often a Content Strategy or Product Writing person or team that sits under Design. The PMM should ensure the in-product copy aligns with overall positioning, but is not the directly responsible person for that.    Absent a product writer, a PMM should work with a PM to deliver the right in-product copy.
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
This is a tricky one because you need to prioritize your work and hit your goals. At the same time, you want to be flexible if new projects come up that supersede what you’re working on.    There are ways to ensure you arrive at the best decision for the good of the company. At the end of the day, everyone is working to make the company successful, and if your teams are functioning well, people will get that. A win for the company doesn’t always mean a win for you, personally.    The best thing you can do here is communicate and share your goals and what you’re working on with your manag...
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
Hmmm … this depends on what you’re launching. The most important things to understand when you’re creating any messaging is who your audience is, what is the benefit to them, and how you'll reach them. This is a great read if you’re just getting started (and something I make my new hires read): https://medium.com/startup-grind/people-dont-buy-products-they-buy-better-versions-of-themselves-2ce85fdb5ff1   In general, the framework is only as important as the message you’re trying to deliver. Play around with what works best for you and the people you work with. Don’t be too beholden to the...
Judy Abad
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
As Mary said, it definitely depends on how you define power, but in general, the PM makes the final call on the building the product and the PMM makes the final call on the launch strategy. Well, actually, it’s really the CEO that has the final call on everything, but you get my point.    In terms of which role is more strategic, it depends on what you enjoy doing and what you want to learn to do more of. PMs are generally defining the “what, why, and how” of the product, working closely with engineers and designers. PMMs define the “so what” and work closely with cross-functional partners ...
Credentials & Highlights
Global Director, Business Strategy and Comms at TripActions
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Messaging, Influencing without Authority, Stakeholder Management, Influencing the Pro...more