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Continue with LinkedInSales Enablement • Follow Mary
How do you tackle creating a hierarchy of product marketing messaging? Do you do the work to discover top priorities by persona focusing on the end-user or buyer or another approach entirely?
Sr. Director, Product Marketing at HubSpot
I don't think of it as a hierarchy, but more of a messaging map that focuses on
the end audience (whether that is an exec or an end user) and their specific
pain points.
One way to do that ladder is to break it down by differentiation/value and
audience. So what are the core pillars of your p...more
Sales Enablement • Follow Mary
Who do you think should own product documentation meant for users (i.e, help articles, knowledge base, how-to, FAQs, product videos etc.)?
Sr. Director, Product Marketing at HubSpot
My answer depends on the content and size of the team. Ideally:
A lot of the ones listed--help articles, knowledge base, how-to, FAQs---should
likely live with a technical writing team.
On product videos, that should ideally be a partnership between the product (and
product design team) and...more
Sales Enablement • Follow Mary
What's the best way to create a sales playbook that gets used by sales?
Sr. Director, Product Marketing at HubSpot
1. Take the time to understand their needs and paint points
2. Work with Sales leadership on a plan for rep adoption: align on the
resourcing, rollout, measurement, and expectations
3. Partner closely with reps and the sales enablement team (if there is a
focused one) to define and refine the c...more
Sales Enablement • Follow Mary
How do you see ownership of sales enablement between product marketing and marketing? Do you have a go-to stack for sales enablement that you use for product releases? Any templates to share?
Sr. Director, Product Marketing at HubSpot
It really depends on the size of the marketing team and the level of
specialization across the teams: Are there channel/audience owners? Is there a
Solutions Marketing team? Product Marketing will always own the content and
foundational assets that need product subject matter expertise.
In te...more
Sales Enablement • Follow Mary
How do you make sure your sales enablement is not just a checklist of tactical activities but an actual strategically valuable program?
Sr. Director, Product Marketing at HubSpot
Easy: approach the effort strategically.
Be clear on the why, what, and how.
1. Start with the goals.
2. Get clear on the jobs to be done.
3. Ladder the tactics up to those.
4. Make sure the corresponding metrics/KPIs of 2 and 3 ladder up to 1
5. Communicate your sales enablement a...more
Sales Enablement • Follow Mary
I'm a one woman product marketing team in the crowded mobile analytics and attribution space. How can I better keep up with competitive analysis to arm my team with up to date competitive knowledge?
Sr. Director, Product Marketing at HubSpot
If you are one person it is all about ruthless prioritization. That is the one
thing that will make or break you and your efforts.
Through feedback from the team and from any data you might have, zero in on the
core competitors (and restrict that number based on your bandwidth) that are
going...more
Sales Enablement • Follow Mary
How do you tell a multi-product story through sales collateral?
Sr. Director, Product Marketing at HubSpot
This is a meaty question with answers that don't fit neatly in this rectangular
box, but will try!
First, make sure you are telling a story: Are you clear on who you are serving?
Are you clear on the pain points to be solved? What is the change in the world
that has caused those pains? How do ...more
Sales Enablement • Follow Mary
What should product marketing's role be in your company's sales kickoff?
Sr. Director, Product Marketing at HubSpot
There should be involvement when it comes to alignment on the year's
go-to-market strategy and any refreshed or new product positioning.
Because it is the one opportunity to set the tone and focus of the year, product
marketing should view it as the time to rollout any new strategies (campaig...more
Sales Enablement • Follow Mary
Which specific questions do you ask your sales reps when they request content?
Sr. Director, Product Marketing at HubSpot
It's really mainly two primary questions for reps when it comes to content
requests:
-What problem are they trying to solve?
-Who is the audience?
-What is the distribution and adoption plan?
...maybe a 4th, depending on the answers to the above, is if there are examples
they can point yo...more
What are your biggest challenges in enabling global sales teams, and how do you overcome them?
Sr. Director, Product Marketing at HubSpot
The important word in this question is "global"---the challenges of scaling
enablement efforts across the world are primarily across 3 buckets:
-language: scaling localization of core assets and training
-insights: scaling understanding of regional markets so that nuance informs the
approach t...more