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Molly Friederich

Director of Product Marketing, Sanity.io

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What is your strategy for creating dynamic, interactive "canned demos" for the sales team given that the product frequently changes?

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

848 Views

How do you use the storytelling approach in product marketing?

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

595 Views

What is your process/workflow of getting info from the Product team?

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

504 Views

What third-party services do you use for panel testing? what are the pros and cons of each? How you used these insights to impact the product roadmap with PMs?

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

498 Views

How do you approach messaging and positioning when your category (and related product) is in a mature market segment (enterprise software)?

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

495 Views

What are your biggest frustrations with creating insightful sales playbooks that get used?

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

435 Views

Do you approach crafting overall product messaging differently than feature launch messaging?

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

423 Views

Where does sales enablement end and sales strategy begin?

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

406 Views

What's the best way to ensure that sales uses the sales enablement content that marketing creates...even if there WAS collaboration on the content?

Molly Friederich

Sanity.io Director of Product Marketing • May 25

Regular reminders and reinforcement! Sales teams obviously face a ton of pressure to hit quota, and they need to be as efficient as possible... And while some are awesome at experimentation, many will struggle to adopt new assets/messaging when they're moving fast and rely on what's familiar. ......Read More

391 Views

Which marketing channels do you use to reach dev audience during your launch? Do you ignore emails? Do you use dev communities?

Molly Friederich

Sanity.io Director of Product Marketing • September 15

I'll answer how I get to creative value props for developer-focused products, I hope that helps! 1. Be unfailingly curious about who your persona is—developers are incredibly diverse, so you need to dig into the nuance of your target's unique motivators, goals, beliefs... Capture this d......Read More

364 Views

Credentials & Highlights

Director of Product Marketing at Sanity.io

Formerly Twilio, SendGrid