Sarah Din
VP of Product Marketing, Quickbase
About
A tech nerd and storyteller at heart, I found my passion in leading marketing for tech companies. I obsess over products that make life easier and am a sucker for good brand experiences. My expertise is in developing strategic narratives. The best......more
Content
Sarah Din
Quickbase VP of Product Marketing • January 19
This is a question I get a LOT. Everyone wants to know whats the idea PMM team structure. The short answer is there isn't one. Firstly, the role of a PMM looks different in every company. Secondly, the role of a PMM is not static. The role should evolve based on business priorities. So while y......Read More
3147 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
We are in the process of creating an internal messaging hub, where all of our messaging will live. This hub will be on our Confluence site (which is what we use as our internal Wiki for the org). Our goal is to host all of our messaging docs on that hub, and give everyone access to it as a "Singl......Read More
2309 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
Great question! You can easily spend a lot of time on building the perfect messaging framework, but it can be useless if other teams, especially sales, do not understand it or believe in it - so here are a few things to keep in mind as you work through messaging: * Involve them at the start of ......Read More
1775 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
When: I like to think of testing in 2 stages. The first one is when you are just getting started and want to understand what are the big pain points you are solving for and what do customers care about. That is the first round of market research you will do to build your actual messaging. The......Read More
1669 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
The first thing here is to make sure the research you are doing is done with the end goal in mind. Meaning, think of how you are going to deliver this messaging, what is your final framework and format. If you are using a traditional value proposition framework for example, it might look somethin......Read More
1638 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
This really depends on your where you are as an organization, and what your overall goals are, but here are a few thoughts and ideas: * If you are trying to move up-market as an org, you can try to measure brand perception with different segments over time. While brand perception is not e......Read More
1635 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
If I had to pick one thing, it is your core value proposition. Everyone should understand what your solution/benefit statement is. We use this format "We help you, so you can..". Secondly, everyone should know what makes your product unique - why are you different/better than your competitors. ......Read More
1316 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
You want your ICP to give you a good sense for all of the above. Its hard to give you specifics, because this will vary by org. We defined our ICP per product (we have 8 products in our B2B portfolio), pulled sales data for the past 365 days, and did an in-depth analysis on that to define a f......Read More
1277 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
If you have differing opinions across your org, you definitely need to bring some data to the table. Testing is a critical part of developing successful messaging, and testing or market research does not have to cost an arm and a leg. Even if you don’t have a huge budget, you can still do some a......Read More
1228 Views
Sarah Din
Quickbase VP of Product Marketing • September 24
The format that has worked for us to-date is segmenting users by functional roles / buyer personas and use cases. For example - Let’s say your product caters to both HR and IT - you want distinct messages for HR and for IT - because the challenges HR faces are likely very different than what IT c......Read More
1137 Views
Credentials & Highlights
VP of Product Marketing at Quickbase
Product Marketing AMA Contributor
Top 10 Product Marketing Contributor
Lives In California
Knows About Enterprise Product Marketing, Influencing the C-Suite, Messaging, Product Marketing I......more