Stephanie Kelman
Senior Product Marketing Lead, Shopify
Content
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
The most effective approach to rolling out messaging that internal GTM teams will use is to bring them along on the journey with you. It's important to build trust and show them that you have validated the messaging through market and customer research. * Make sure your messaging framework is a......Read More
598 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
The best messaging needs to be closed-loop, meaning that it is used throughout all of the areas of business and receives regular feedback. Product marketing needs to be the owners and drivers of this messaging. * It starts with a solid messaging framework. Make sure your cross-functional tea......Read More
566 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
My favorite product marketing mentor always gave me the best advice to ensure my messaging was differentiated. What is the one thing you can say that your competitor cannot say about this product or feature. If another company's name can easily be swapped out with your own, then your messaging is......Read More
554 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
Trying to position your product as competitive when in reality it’s on par with the market can be so tough. This is especially true if you’re crafting messaging for a new product that hasn’t reached its full potential yet or if your product inherently has table stake features without a true compe......Read More
541 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
I agree there is value in getting ahead of the market and positioning your new, amazing product early in its lifecycle. This can also be risky if use cases and backend infrastructure are not solid yet. One of the most costly mistakes with messaging is the smoke and mirrors effect. You want to bui......Read More
541 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
It is the perfect time to iterate and optimize your messaging after you receive strong performance metrics and client feedback. This information will either validate your competitive advantage or highlight a new value prop that your clients clearly resonate with. Once you feel like your value pro......Read More
521 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
Yes! There is a template attached to the AMA that I use with my team at Shopify. You can also create your own with these guidelines in mind. * Separate your audiences * Write a really strong main value proposition for each audience. This is the main message you want to get across. Make sur......Read More
516 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
I love this question because I love using customer quotes and data proof points to craft impactful messaging. You are already in a great position to create a strong sales enablement asset. If it’s only 2 pages - you need to keep things short and succinct. This isn’t the place to write a full case......Read More
510 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
There are several ways to get quantitative data on your messaging using online testing tools and A/B tests. However, you need time and volume to get an accurate read and marketers rarely have either. I recommend you get scrappy and find ways to get an initial pulse on some messaging - it doesn’t ......Read More
509 Views
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
My team manages the sign off process by putting key reviewers and stakeholders names at the top of the brief to check off after they have reviewed the content. Make sure your key stakeholders are already aligned with your high level messaging framework and then other projects should flow nicely t......Read More
498 Views
Credentials & Highlights
Senior Product Marketing Lead at Shopify
Top 10 Product Marketing Contributor
Lives In Phoenix, Arizona, United States
Knows About Release Marketing, Messaging, Product Marketing 30/60/90 Day Plan, Analyst Relationsh......more