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Justin Gabriel

Marketing
Justin Gabriel
Marketing
Content MarketingProduct MarketingFollow Justin
In your experience, what are the most successful TOFU, MOFU, and BOFU assets?
Marketing at Luna On-Demand Physical Therapy
A lot depends on your audience and target customer, but what I have seen work in our B2B SaaS space is the following: * Top - Thought leadership content, tips/tricks/how to's <-- generally discovered by prospects via Google search * Mid - Gated content e.g. ebook, video tutorial, etc.  * B...more
MessagingProduct LaunchesProduct MarketingFollow Justin
What structure or framework do you use for release notes? How and why did you develop the structure or framework that way?
Marketing at Luna On-Demand Physical Therapy
If you're in an org where the PMM does have to craft the notes/announcements themselves, here's a structure that has worked for me: * What we are announcing * What it means to the customer. This section includes these elements: * Main benefit * Type of user who will benefit * CTA ...more
Product MarketingFollow Justin
What tools does your PMM team use to manage different projects, deadlines, owners, and deliverables?
Marketing at Luna On-Demand Physical Therapy
Adding another vote for Asana. Here are a few things I find useful with this tool: * The calendar view is great for setting timeline context and driving urgency. There's something about seeing a launch's set of activities mapped to a calendar (or even in their timeline view) that helps pu...more
Content MarketingFollow Justin
What is the best tool for creating and maintaining content calendars?
Marketing at Luna On-Demand Physical Therapy
The "best" tool will depend on what you're trying to achieve and your budget (spreadsheets can be effective and free). I've used Asana and Wrike as more robust tools for project management and editorial calendars. I found both to be helpful in managing not only the editorial calendar, but also v...more
Product MarketingFollow Justin
What strategies do you recommend for developing and implementing an internal approval process for sales enablement collateral? To make sure all relevant parties are involved but also to keep the process moving forward and getting pieces out the door?
Marketing at Luna On-Demand Physical Therapy
We host an internal sales training prior to the launch of new features and products. During this time, we cover: 1. Why the updates matter to the sales team and the prospects 2. What's new + demo 3. How to access the new feature/product for demo purposes 4. Additional resources (videos, help...more