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Nisha Goklaney
Senior Director of Product Marketing, HubSpot
About
Hello! I am a high performing data-driven product & marketing leader with 15+ years of experience taking products to market and driving growth. I have a track record of driving fast paced strategic initiatives, justifying new investments, developi......more
Content
Nisha Goklaney
HubSpot Senior Director of Product Marketing
Summary
In this playbook, I'll share our journey of refreshing the marketing messaging for HubSpot Marketing Hub® — HubSpot’s flagship product with over $1B in ARR. I will provide you with valuable insights and best practices to empower you in your own messaging initiatives. As part of my team's focus......Read More
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Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
This is a great question! Given messaging is such a subjective topic - it's super important to quantifiably test and iterate on it to ensure it lands well in the market. Here's a few strategies and tactics you can use to quantifably test it: 1. During the process of creating the messaging, wo......Read More
65179 Views
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
There are a host of good training options out there: 1. Sharebird - a great place to start. Here you can get real industry expertise and resources from folks in the field 2. PMM Alliance - They have a comprehensive set of courses, content and how to guides that I have found extremely useful ......Read More
50522 Views
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
Yes, there are plenty resources out there for you to continue to sharpen your toolset and learn from others in the community as well. Here are some of my favorites 1. Listening to podcasts - Women in Product Marketing by Mary Sheehan is by far my favorite. She brings on a host of Senior PMM's......Read More
43806 Views
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
I have used several different messaging frameworks, but one that we are leveraging quite a lot these days is the Jobs to be done framework, accompanied by durable, evergreen messages that are centered around our key customer personas and their pain points. In this framework you start by: 1. Fi......Read More
35011 Views
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
Brilliant question. If developed correctly, your messaging pillars should be evergreen (i.e. should not change on a dime) from campaign to campaign. Ultimately, your messaging pillars bring to life the core value your product/service delivers to customers and hence should be foundational. As you ......Read More
7006 Views