Kristen Ribero

Kristen RiberoShare

Senior Director of Corporate Marketing, Handshake
www.joinhandshake.com
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Video: Adventures in Messaging: E04 with Kristen Ribero, Head of Brand & Corporate Marketing, Handshake
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 feature names, onboarding wizard copy, CTAs make sense to cut across the three teams I mentioned, with product and design having a heavy say in those decisions. 2. Is the in-app copy meant to drive conversion activity / sales conversations? To me, this fits more with product marketing. Ulti...
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 Spencer doing a talk at Heavybit. It's a handful of years old, but still relevant: https://www.heavybit.com/library/video/getting-to-a-messaging-framework-and-value-prop/.  More than having the right template, however, the critical second piece to the question is about driving home messaging to interna...
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 with multiple stakeholders who have not been through this type of project before. All those orgs listed - Product, Sales and CS - are key inputs of forming your unique value prop, but ultimately it’s up to the product marketing organization to bring it together.  To that end, I also share a set of...
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 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 feel difficult to pull across the line. These projects take time, but this is where experimentation comes in... it’s easy to test messaging in your digital channels and that's a great place to start. I suggest working with your digital team members or an agency to start out with banner ads and landin...
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeJuly 18
I’ve worked with Diane at dimensional research at a couple different companies - http://dimensionalresearch.com/. Very thorough and collaborative
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeJuly 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 vs SMB product marketing and then had teams that supported us). Other roles that i've seen in smaller companies - customer marketing, content, even PR/AR (bc product marketing is usually the keeper of the message)
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeJuly 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
Credentials & Highlights
Senior Director of Corporate Marketing at Handshake
Product Marketing AMA Contributor
Lives In Oakland, California
Knows About Establishing Product Marketing, Product Marketing Career Path, Platform and Solutions...more
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Product Marketing Manager
San Francisco, CA or Los Angeles, CA or Denver, CO or Austin, TX or Chicago, IL or New York, NY
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