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Sarah Lambert

Sarah Lambert

SVP, Marketing, Buckzy Payments

Content

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Video: Adventures in Messaging: E02 with Sarah Lambert, Director, HCM Product Marketing at Oracle
Talking to your customers about their challenges – and diving deep into how they make them feel – is an incredible way to test your messaging. The key is to be subtle about the testing part. In this episode of Adventures In Messaging, Sarah Lambert, Director, HCM Product Marketing at Oracle, shar...more
Sarah Lambert
Sarah Lambert
SVP, Marketing
What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.
This is a tough one but I would suggest doing a messaging framework for each product and then the platform as whole. This will help to determine what the true value of the platform might be - is it purely that you have the products together in one place or are you mitigating risk by integrating t...more
29 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
What is your approach to testing different messaging and your criteria for success?
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presen...more
34 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
What's your cross-channel messaging development process?
Each channel has its own parameters for success be they length of message, medium or tone. I tailor my cross-channel message based on the channel audience and length but always connect back to the overarching messaging framework. The need for consistency in messaging - and reiterating the message...more
26 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
How do you think about pricing and packaging as it relates to competitive positioning?
A truly successful pricing and packaging exercise can't be completed in a vacuum which means competitive positioning must be included in the discussion. The main reason is that you don't want to create EXACTLY the same pricing and packaging approach as your competitors but you also need to be awa...more
32 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
Can you share examples of Messaging frameworks that you think are best-in-class?
There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my di...more
65 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
How would you recommend PMMs improve their messaging skills?
I would suggest practicing by creating your own messaging frameworks for some of your favorite products or companies be they B2C or B2B. This should help you to start to think through the different proof points and differentiators because you’ll already be aware of the competitive landscape and h...more
41 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
How does Marketing messaging differ from PR/Comms messaging?
There’s an old saying: PR is the coverage you pray for and Marketing (Advertising) is the coverage you pay for. With PR messaging, the limitations to what can be said and what will catch the media’s eye are vastly different than the ways marketing can share a similar story. In my experience, PR i...more
30 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
What is your overall process when developing a messaging platform from scratch?
You have to start with understanding your audience and your product. For the audience – understand their key business issues and pain points and for the product, understand the differentiators / value drivers so you can craft a message that connects your product as a solution for your audience’s ...more
37 Saves
Sarah Lambert
Sarah Lambert
SVP, Marketing
What tools does your PMM team use to manage different projects, deadlines, owners, and deliverables?

We use Trello and I have to be honest, I'm not a fan. I think it can be helpful if you have a lots of projects that go through multiple rounds of review, but other than that, not helpful.

36 Saves
Credentials & Highlights
SVP, Marketing at Buckzy Payments
Product Marketing AMA Contributor
Messaging
Lives In Texas
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