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Molly Friederich
Director of Product Marketing, Sanity.io
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Molly Friederich
Sanity.io Director of Product Marketing • May 25
We have been experimenting with a monthly recorded demo presented as a webinar. Our teams can then share out that latest recording with customers and they're never more than a month out from the latest product greatness. By nature of being a webinar, it saves us from the curse of perfection—w......Read More
1337 Views
Molly Friederich
Sanity.io Director of Product Marketing • March 23
Storytelling provides helpful guardrails to against falling into the trap of rattling off features. In telling a story, you're thinking about the hero (your target persona), the pain they're facing or mountain they need to overcome (and why), and how your solution will help them. As you write con......Read More
963 Views
Molly Friederich
Sanity.io Director of Product Marketing • March 23
First clarify your goals in terms of "getting info" for yourself so you can better frame for your PMs. For example, are you looking to be pulled into early validation of problem areas? Convey the value this provides them, such as allowing you to create more resonant messaging thanks to early and ......Read More
833 Views
Molly Friederich
Sanity.io Director of Product Marketing • September 15
I've used a few different panel providers for large-scale segmentation studies, messaging feedback, and more. I won't call them out by name here, but I'll suggest things to look for as you evaluate options: 1. How well can they recruit against your unique market, and how will they make sur......Read More
828 Views
Molly Friederich
Sanity.io Director of Product Marketing • March 17
Authenticity is key. Start by gathering verbatims from your existing users that capture why they chose your product, and double down on the impact that it has made for them. Critically, positioning is about customer value, so resist the trap of feature comparisons, especially in mature markets wh......Read More
828 Views
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is a passion area for me! I work to carve out time for learning and exposure. It's always tough when you have pressing timelines for deliverables, but that work will be far more efficient and strategic when you invest in time for the fundamentals. Here are a few things I invest in doing: ......Read More
560 Views
Molly Friederich
Sanity.io Director of Product Marketing • May 25
If the playbooks are insightful and get used... I'm not frustrated! ;) Creating sales playbooks is frustrating when we're in a loop of perfection over progress. Oftentimes we forget how powerful a small amount of clear, digestible insight can be over an incredibly robust, in-depth asset. I pi......Read More
542 Views
Molly Friederich
Sanity.io Director of Product Marketing • September 15
Cross-posting and building on a similar answer! Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (which takes time, especially if you're pre-product market fit!), you need to be consistent over a relatively long timeframe, t......Read More
510 Views
Molly Friederich
Sanity.io Director of Product Marketing • May 25
Congrats, scrappy startup phase is exciting, lots of opportunity to make a big impact! I suggest starting by getting a baseline understanding of their sales cycle today. What has their approach been? Where are they seeing success, and where are they bottlenecked? Your focus should be differen......Read More
499 Views
Molly Friederich
Sanity.io Director of Product Marketing • May 25
This is a big question, but my simple answer is they're part of an ongoing, mutually-informing cycle. As PMMs we need to inform sales strategy in terms of ICP, personas, motivations, positioning, competitive insights, etc—all the fundamentals. This work only matters if we're able to deeply enable......Read More
474 Views
Credentials & Highlights
Director of Product Marketing at Sanity.io
Formerly Twilio, SendGrid
Top Product Marketing Mentor List
Knows About Sales Enablement, Self-Serve Product Marketing, SMB Product Marketing, Pricing and Pa......more