Katharine Gregorio
Sr Director of Product Marketing, Creative Cloud, Adobe
Content
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
The short answer is it depends. I tend to be pretty anti personas as it often ends up being a fancy exercise no one really uses. What I prefer is to have a matrix that can flex to multiple audiences as necessary of what the key messages are that I’m trying to land. Keeping the audience in mind f......Read More
1790 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
The way to get people bought into positioning is to make sure that positioning is a cross functional exercise in the beginning. Positioning is not just a marketing or product marketing activity and when it is the output often fails.
1660 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
Positioning is an internal artifact. Messaging is externally facing and brings this positioning to life in various contexts. I have usually found it very helpful to have a positioning and messaging evergreen document that is dated and encapsulates the following: 1) the positioning for the compan......Read More
1596 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
Generally there are two elements to this answer. First is that the sales team had qualified the lead with the appropriate discovery questions to ensure that the target for the deal is a good fit for your company’s solution. Assuming that is the case, then spending time with the sales team in trai......Read More
1561 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
Positioning reflects what your company uniquely provides a specific audience in a particular market. It shouldn’t require multiple facets like general and competitive positioning. That said if you are finding that your audience is comparing you against one competitor in particular you can fi......Read More
1544 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
Positioning is what your company uniquely provides a specific audience in a particular market. Pricing and packaging are an output of go to market strategy. If price is a differentiator, which is always tricky in my experience, I would encourage you to look for other differentiators or you and th......Read More
1538 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
The BIGGEST mistake companies make with positioning is not including the entire company in the exercise and making it just a marketing exercise. The next mistake I’ve seen is not talking to customers and keeping the positioning discussion internal.
1538 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • November 21
Positioning is what your company uniquely provides a specific audience in a particular market. As market dynamics change, it needs to be updated, but it should be durable enough to stand some test of time. If you’re finding your positioning is constantly out of date because competitors are ship......Read More
1526 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • April 18
Let's zoom out a little first. I'd encourage you to first answer two questions before writing anything, especially sales enablement: 1. Who is it for? 2. What is the goal of the asset you are creating? Once you answer these two questions then you want to write to support the action yo......Read More
1263 Views
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud • April 18
This is a really interesting question and one that I anticipate will change quickly as AI tools evolve in their capabilities and become more mainstream. I have not used any LLMs specifically to create messaging from scratch, but I have used LLMs to help me explore different tones of a certain ......Read More
1258 Views
Credentials & Highlights
Sr Director of Product Marketing, Creative Cloud at Adobe
Lives In San Francisco, California