Head Of Product Marketing, Upwork
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There are a lot of frameworks and approaches to positioning and messaging, but I’ve found that a simple document including the following elements is most effective: * Tell the story: Starting with a narrative acts as a forcing function to ensure you’ve thought through the positioning and can......Read More
Positioning is a strategic internal exercise to define how your offering is uniquely differentiated relative to market alternatives. Positioning informs all messaging. Messaging is external language crafted to communicate and reinforce your positioning. Messaging is dependent on well-researched,......Read More
Getting feedback from stakeholders is valuable to capture insights and feedback from customer-facing teams and to foster healthy internal partnerships. That said, positioning and messaging by consensus is one of the biggest mistakes a product marketer can make. To avoid this, set clear expectatio......Read More
At our start-up we have a history of deeply understanding our users' needs and can create loyalty and retention. But we find we are so careful about getting it "right" when it comes to what our product does that we lose the succint, repeatable marketing message. Do you feel that a succinct, hook-worthy statement that is 80% "right" is better than a "right" statement that is convoluted and hard to remember?
I love this question because balancing what feels like competing goals is one of the most challenging aspects of being a product marketer. The reality is that these aren't competing but complementary goals, and it's our job to do both -- deeply understand our customers' needs AND develop clear, c......Read More
* Conversion rates across the funnel - Did the messaging drive the desired actions at each customer touchpoint from initial engagement to sign up/trial/purchase * Landing pages, emails, posts, and ad performance - How did individual assets and channels perform relative to benchmarks? ......Read More
It's a good idea to start with overall product positioning and messaging ("P&M") as a foundation for general or evergreen marketing channels and campaigns. Channel owners can then leverage the guidance to craft channel-specific messaging tailored for each channel and audience that ladders up to t......Read More
With a team of two product marketers, I'd opt for collaboration. Why? Well, product marketing teams are small, but collaboration is how we make 1+1 = 3. Differentiating your roles by function on a small team doesn't make sense, especially for foundational, strategic exercises like positioning and......Read More
In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your product(s) than just capabilities. First I’d develop positioning and messaging for your product(s), including clearly defining you......Read More
We generally start with the launch goals and then define more granular metrics leading up to the launch goals to measure the effectiveness of our messaging. Here are some initial ideas to consider: * Conversion rates across the funnel - Did the messaging drive the desired actions at each cu......Read More
Upwork Head Of Product Marketing
PMM Interviews with Upwork’s Head of Product Marketing, Liza Sperling
Upwork is the world’s work market place with over a whopping 12 million registered free lancers and 5 million registered clients. Liza Sperling is the head of Product Marketing and she oversees development, growth, and scale of the product marketing team. “As PMM’s it’s not our job to follow......more