👋 Paul Rudwall
Great products don't win markets on their own. Someone has to build the engine. I did it at DocuSign for 7.5 years, scaling product marketing from pre-IPO through +$3B in revenue. Then I did it again at Hedra, an a16z-backed AI startup, delivering record revenue and 6x growth in traffic and signups. I also spent time pre and post-IPO in sales and marketing roles at Responsys and SuccessFactors.
The challenge I'm most drawn to: building the narrative and the GTM motion that takes AI-native companies from initial traction to repeatable, durable growth.
The challenge I'm most drawn to: building the narrative and the GTM motion that takes AI-native companies from initial traction to repeatable, durable growth.
Content
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
People say that "design is art, with a purpose." I believe the same can be said about messaging. It's storytelling with a purpose. To be effective, you need to know what ...
11723 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y
At its simplest, I think product marketing typically focuses on "What does this product do?" whereas solutions marketing typically focuses on "How do they come together f...
10726 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
Product and Solution messaging are different (and complementary) sides of the same coin. To answer this, I think it will help to loosely define how I look at some of thes...
4127 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
It may sound pedantic, but I think the two most helpful things you can do are to 1) Read and 2) Write. Read: There are so many good writers out there. And, you can pick...
3839 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y
To move to verticals, you need verticals large enough to support a dedicated GTM strategy and distinct enough to justify dedicated resources. Essentially, is the vertical...
3341 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
There's no one right way to do this, but there are a lot of ways to get it wrong. So, rather than a definitive answer, here are some dos and don'ts. Don't: Throw it Ove...
3326 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y
If you're new to Product Marketing, start by grounding yourself in the fundamentals of messaging and positioning. In my view, these form the foundation of everything else...
2949 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y
My two superpowers are storytelling and my experience in sales. These skills have been invaluable in my career, and I encourage everyone to identify their own strengths a...
2860 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
One of the biggest challenges in marketing is creating hard-hitting messaging that's relevant to a wide range of audiences. The bigger the surface area you apply force to...
2860 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 9mo
There is absolutely a risk in drawing a conclusion too quickly. Moreover, I'd contend it's much harder to get a signal on whether messaging resonates than most people thi...
2530 Views
Credentials & Highlights
Head of Marketing at Hedra
Formerly Docusign, Responsys, Invoca
Product Marketing AMA Contributor
Top 10 Product Marketing Contributor
Lives In San Francisco, CA
Knows About Competitive Positioning, Messaging, Category Creation, Product Launches, Go-To-Market...more