Profile
Matt Hodges

Matt Hodges

Head of Product Marketing, Equals
About
With 14 years experience building and leading marketing teams at Atlassian, Intercom, and Loom, I specialise in helping B2B SaaS companies build what they sell and sell what they build.

Content

Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your cus......Read More
9380 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
For guidance on how to build messaging, see my answer to, What are good messaging framework resources that you use?. In terms of how to validate it, I’d recommend a combination of the following tactics:   * Talk to your customers: Invest time talking to and learning from your prospective an......Read More
2439 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :)   For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For......Read More
2267 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email:   * It’s thoughtfully targeted and relevant: A poorly targeted email is about as effective as a love letter addressed “To whom it may concern” (credit: Des T......Read More
1952 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 15
PM and PMMs are likely to have different goals when it comes to feedback from users with early access, but I think that both should at the very least seek to understand, "to what degree have we solved the problem for customers that we set out to solve with this feature/product/release?". If you p......Read More
1728 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.   I  believe that product and mar......Read More
1721 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
What's the saying, "imitation is the best form of flattery"? It's impossible to prevent competitors from copying your messaging (and product to some extent even).   Instead of worrying about those that are copying you, I'd instead encourage you to focus on building the best product to best solv......Read More
1533 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 15
This all depends on both your pricing and company strategy, which together determine to what degree revenue opportunity should be weighted when making roadmap decisions. Are you currently focused on optimizing for usage, growth, or revenue? Only you can answer that. In my experience, instead o......Read More
1511 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 15
At the stage before anything is handed over to eng for design. At Atlassian, we refer to this as the "Explore" phase–"Wonder" and "Make" come before and after, respectively.  When you do this, be clear on the role PMM is playing and the type of feedback the design wants and needs to move forwa......Read More
1387 Views
Matt Hodges
Matt Hodges
Equals Head of Product MarketingDecember 15
Product roadmaps are, or at least they should be, always subject to change. At least that is what a PM will tell you when you want to share the roadmap with a customer. 🤣 So, use that to your advantage. tl;dr Make a case for change and back that case with hard evidence Longer answer I wou......Read More
1357 Views
Credentials & Highlights
Head of Product Marketing at Equals
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In New South Wales, Australia
Knows About Growth Product Marketing, Establishing Product Marketing, Competitive Positioning, Pr......more