Malli Vangala

Malli Vangala

Sr. Director, Security Product Marketing, Microsoft

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Malli Vangala
Sr. Director, Security Product Marketing
I am a believer that your messaging/positioning has to be consistent with how differentiated your product really is. Customers will quickly figure out what is marketing fluff vs. product truth anyway! So - even if your product is not the market leader but your research tells you that you have a k...more
Malli Vangala
Sr. Director, Security Product Marketing
We collect and incorporate the voice of the customer in a few different ways: First - the sales team tends to be a great proxy as they are on the front lines and can provide great inputs on what they are hearing from customers, what seems to resonate and what does not. Second - our product market...more
Malli Vangala
Sr. Director, Security Product Marketing
ah yes - that can be tricky! on the one hand you don't want to alienate existing customers (for whom the product and message likely are working) but you also may want to evolve the messaging (perhaps in line with evolving product truth etc.). Product positioning/messaging have to be consistent wi...more
Malli Vangala
Sr. Director, Security Product Marketing
We try to validate our messaging and positioning prior to finalizing them. We try to obtain feedback from the sales team (ultimately they will use this messaging/positioning most internally), existing and potential customers, third-party analysts (e.g. from Gartner/IDC etc.), internal stakeholder...more
Malli Vangala
Sr. Director, Security Product Marketing
Great question and one that took me sometime to figure out as well when i was new to product marketing few years ago! We have used positioning to get clear on who the product/solution is for, what they are trying to address and what differentiates this solution. Messaging can be a simple one-sent...more
Malli Vangala
Sr. Director, Security Product Marketing
Great question! We faced a similar challenge a few years ago for one of our suite of solutions. It may boil down to how critical each of those three segments are to your business. Based on your question - sounds like all three are important (otherwise I'd recommend optimizing for the most critica...more
Malli Vangala
Sr. Director, Security Product Marketing
Great question and not sure I have a very scientific answer here! I'd say we use a combination of things to validate effectiveness of messaging: feedback from customers (gathered via surveys, live conversations etc.), sales team (particularly on what is resonating/not resonating with customers), ...more
Malli Vangala
Sr. Director, Security Product Marketing
We try our best not to get too caught up or carried away with our great product features! Ultimately - it's about the value we deliver to customers and so we try to infuse the business value into the messaging as much as we can. The other thing we try to do (sometimes successfully!) is to avoid j...more
Malli Vangala
Sr. Director, Security Product Marketing
We do - however, important to bake in some flexibility/adaptibility as each product/capability/solution tends to have it's own nuances/objectives. Having said that, generally the process is as follows:  1. Collaborate with the Engineering team to thoroughly understand product/solution 2. D...more
Malli Vangala
Sr. Director, Security Product Marketing
Sure. While I cannot share internal documents necessarily, I can share a few elements that I think make up good messaging frameworks. 1. Market and competitive context 2. Product strategy/objective (i.e. why we are introducing this particular product/capability and how it fits in broader p...more
Credentials & Highlights
Sr. Director, Security Product Marketing at Microsoft
Product Marketing AMA Contributor
Lives In Redmond, WA