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Marina Ben-Zvi

Marina Ben-Zvi

Sr. Director, Product Marketing, productboard

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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
How do you stay on top of competitors when it's a crowded market and things are changing every day?
Similar to an earlier question: (1) define and tier your competitors, (2) determine the competitive assets you need, (3) set your cadence, (4) invest in a Competitive Intelligence platform, and (5) block off an hour or so weekly to review competitive updates. For competitive intelligence to be f...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
What messaging and persona framework do you use? And how much of competitive positioning do you cover in Messaging?
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 company. I like to include: * our differentiated POV * positioning statement (internal-facing) * tag-line * brand personalit...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
What's your approach to competitive differentiation?
Competitive differentiation is what forms your positioning and what you build your messaging around. With how crowded every market category is now its essential to nail your differentiation and then communicate it through your messaging and the rest of the go-to-market. Enabling sales effectivel...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
How do you think about pricing and packaging as it relates to competitive positioning?
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're for and how you'll win.  As a result, not only pricing and packaging but your marketing strategy, product roadmap, partners...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?
Love this question, because if sales doesn’t use your competitive intel then what’s the point of investing time at the expense of your other competing priorities. A few things I recommend: * Work with your sales leaders and sales enablement (if you have sales enablement) to determine the bes...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
What are some of the best practices and tools that you use to determine competitive positioning that you could recommend?
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 of the main attributes/values that matter to your CUSTOMERS, not your company * Customer/Company/Competitor values v...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
What are your top 3 methods for conducting effective competitive research?
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 from the users. Even though most reviews will be positive, pay close attention to the low star reviews and what custom...more
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Marina Ben-Zvi
Marina Ben-Zvi
Sr. Director, Product Marketing
How do you systematically organize & update your competitive intel when there's so much new information that can flow in every day?
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: 1. Define and tier your competitors. Every industry is saturated and you can’t track every competitor or alternative that your sales tea...more
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Credentials & Highlights
Sr. Director, Product Marketing at productboard
Product Marketing AMA Contributor
Competitive Positioning
Lives In San Francisco, California
Work with Marina
Senior Product Marketing Manager, Enterprise
San Francisco, CA
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