Marina Ben-Zvi

Messaging effectiveness is as much about internal and external activation as it is about developing compelling messages that lands with customers. Too often, messaging fa...

Messaging development is highly cross-functional—while product marketing is the driver, success depends on strategic input, customer insights, validation, and cross-team ...

I’ve found the top 3 sources of competitive research to be: Peer review sites. G2 and other review sites are the best source of information because it comes straight fro...

There are a lot of great frameworks out there and they all have common elements. I recommend reviewing a few and customizing to what’s relevant and actionable for your co...

Positioning (which by definition is competitive positioning since it carves out a place in the market where you are the clear winner) is your strategy. It defines who you...

To determine the competitive position in which you’re a clear winner and have unique strengths, try the following: SWOT analysis Competitive map plotted against two axis...

There isn’t a single “gold standard” framework — every organization and product team prefers to consume information differently and has different preferred frameworks and...

You can’t shape what you’re not part of. Influencing the roadmap starts with being plugged into the right product cadences — quarterly planning, QBRs, product reviews, an...

This is a great question because without a framework for competitive intel you’ll get overwhelmed and lost in the noise. Here’s a few tips to get started: Define and tie...

PMMs often produce great research that never makes it past the readout. To actually influence product strategy and roadmapping, your research needs to be decision-ready, ...