Kristen Ribero
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
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
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...more
Senior Director of Corporate Marketing
I’ve worked with Diane at dimensional research at a couple different companies - http://dimensionalresearch.com/. Very thorough and collaborative
Senior Director of Corporate Marketing
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 ...more
Senior Director of Corporate Marketing
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