Sarah Lambert
SVP, Marketing, Buckzy Payments
Content
Video: Adventures in Messaging: E02 with Sarah Lambert, Director, HCM Product Marketing at Oracle
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
SVP, Marketing
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
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.
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