Kristen Ribero
Senior Director of Corporate Marketing, Handshake
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Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
There are a number of messaging framework templates available these days. I shared an article that I like to reference (link is below again); I also suggest you check out posts from Andy Raskin (https://andyraskin.com/) who I've worked with previously or check out this recording of Tiffany Spence......Read More
6236 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • July 18
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
1855 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More
1732 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
The first step here is to share the WHY behind a messaging project. If you can get every group to align on that and the outcome, getting ‘approval’ is much easier. I start with a kickoff meeting and have often shared this article (linked below), particularly in startups where you may be dealing w......Read More
1726 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact. So you don't get stuck in an analysis paralysis state, I'd do a quick audit......Read More
1539 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can f......Read More
1340 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 29
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like featu......Read More
1332 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • July 18
I love how asana uses customer stories for their #withAsana campaign. Check them out.
712 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • July 18
I typically do them by myself without the sales person or product mgmt. I find the customer is more open about product and sales process that way pm and sales contribute to info we want to gather though
649 Views
Kristen Ribero
Handshake Senior Director of Corporate Marketing • July 18
I’ve worked with Diane at dimensional research at a couple different companies - http://dimensionalresearch.com/. Very thorough and collaborative
517 Views