Sophia (Fox) Le
Product Marketing, Glassdoor
Content
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
Once you are clear on the value proposition of a product/feature and/or a positioning statement for the company or product, you are ready to pull together a messaging framework that your cross-functional stakeholders (from marketing to product) can leverage. In terms of a messaging framewor......Read More
3413 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
Per our head of PMM (Eric Petitt), it is important to think about and understand the market leader positioning because the leader often defines category expectations… as well as their weaknesses. And when a challenger tries to play catch up to the market leader, the copy-cat will die over time be......Read More
894 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
Great question and critical to the success of any product launch! At Glassdoor, we start by creating a digestible framework with initial messaging recommendations and “seed” this throughout the process with key stakeholders. The initial messaging recommendations are developed using insights from ......Read More
704 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
Change is inevitable! So whenever possible, going to market with “final” messaging should include room for evolution over time based on various external and internal factors. Markets change and evolve, and customers’ needs or perspectives also change and evolve based on whatever is important to t......Read More
619 Views
Sophia (Fox) Le
Glassdoor Product Marketing • May 10
Data, data, data! Once you are able to identify your customer’s unmet needs, motivations, and attitudes, you can put your customer at the center of your business cases to influence product priorities. And couple that with market insights on your competition, your product counterparts will have to......Read More
599 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
During the development of the value proposition and/or positioning statement stage is when I start to incorporate competitve information in messaging. Once it is clear where we can win or differentiate, then it is highlighted in the statement and validated/proven in the reasons-to-believe and pro......Read More
574 Views
Sophia (Fox) Le
Glassdoor Product Marketing • May 10
* Quantitative and qualitative market research. Working with expert market research partners will help you get to solid customer segmentation, customer journey mapping, competitive landscape analysis, market trends, and market sizing, TAM. This can be costly, but always worth it! * Qu......Read More
573 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
1. Market & Competitive Insights - What do we know about our target market? What do we know about the competition? What do we know about our prospective customers' pain points? What don't we know about all of the above? Once research is conducted, is it enough to get started? 2. Bu......Read More
569 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
When a company has many product offerings, getting really clear on who you are targeting will be critical to ensure that you are "spotlighting" the right product/features/packages to the audience most likely to buy/adopt/care. Prospective buyers may become overwhelmed or stop caring when content ......Read More
564 Views
Sophia (Fox) Le
Glassdoor Product Marketing • June 3
It is so easy to fall into launching with technical jargon when you've been living and breathing it as a PMM! Two ways that I have found helpful in simplifying, and even transforming/replacing techncial jargon are (1) launch customer interviews, listen and use the language they use, and (2) crowd......Read More
558 Views
Credentials & Highlights
Product Marketing at Glassdoor
Lives In San Francisco, CA
Knows About Competitive Positioning, Category Creation, Messaging, Influencing the Product Roadmap