Meghan Keaney Anderson
VP of Marketing, Jasper
About
A marketing executive with fifteen years of experience at the intersection of digital marketing, storytelling, creative operations, and growth model optimization. My career spans nonprofits, startups and global publicly traded companies. I am curr......more
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Meghan Keaney Anderson
Jasper VP of Marketing • April 11
Walk me through a product launch of yours that went really well and one that may not have done as well. What were the differences in retrospect? Now that you've had a chance to review our website and other marketing materials, what's something you think we could be doing better or an opportuni......Read More
879 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
I'm a fan of tracking closed-won rates against a top competitor. It's a good long-term trend to tell if your positioning is working and your product is growing stronger in the areas where it had been weak. I don't track that monthly, but rather quarter over quarter or even year over year as a hea......Read More
666 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
I try to create competitive intel at a couple of different levels of abstraction: * High-level: Usually in the form of a 2X2 which demonstrates the biggest difference between us and the rest of our field. The point of this is to give sales teams a highly memorable soundbite at a categoric......Read More
599 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
Here are my go-tos for competitive positioning: * A competitive overview deck that speaks simply and directly to our positioning in the field and our most defensible differences between categories of competitors. * More detailed internal wiki pages for our most frequently seen competitor......Read More
568 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
Competitive posititioning is a core element of product positioning. The primary architecture of brand and product-level positioning comes down to this: * Audience: Who are you primarily building for and marketing to? * Pain/Enemy: What is their biggest pain point or problem? * Solution: How ......Read More
552 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
Much like with target audiences, you have to choose a heirarchy of competitors. This should be informed by the alternatives you come across most often in sales calls. This can be tough when alternative companies are getting a lot of media attention, but my rule generally is, until we start seeing......Read More
535 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
I think there are loads of ways you can differentiate outside of product features. * Features: You offer something valuable that others don't within your product (e.g., automation) * Customer experience: You have invested in UX and UI or for non-tech products the in-store or customer ......Read More
508 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 11
This is a great question and I'd say the answer varies based on where your company is in its development. When you've first gone international, you may not have the demand or customer-base yet to validate a full hire per region, so you'll want to hire 1-3 international champions, their job is a m......Read More
394 Views
Meghan Keaney Anderson
Jasper VP of Marketing • April 6
Conflicts become entrenched when what was a simple, solvable problem, starts sweeping up other issues to become a messy amorphous thing. So many times with team members have come to me with an issue that is really a half dozen issues tracing back months. Conflict resolution in those cases really ......Read More
355 Views
Meghan Keaney Anderson
Jasper VP of Marketing
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How HubSpot's VP of Marketing Approaches Annual PlanningCredentials & Highlights
VP of Marketing at Jasper
Formerly HubSpot
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Cambridge
Knows About Building a Product Marketing Team, Product Launches, Messaging, Brand Strategy, B2B P......more