Vanessa Thompson

Vanessa Thompson

Senior Director, Product Marketing, Twilio

AMA's

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Vanessa Thompson
Senior Director, Product Marketing
I have a 5-step approach that i've developed over time. It does change based on the situation, but the main flow typically stays in tact. I presented this at an event, so you can watch the full breakdown here. https://play.stuff.co.nz/details/_6208820879001 Vanessa’s 5-Step Approach for Successf...more
Vanessa Thompson
Senior Director, Product Marketing
Everyone in your business knows something about your market, and your customers. So its not only important to do the research but to make sure you share it with enough people in your business to validate that you dont have any blindspots or other elements that you’ve missed. You dont need to hav...more
Vanessa Thompson
Senior Director, Product Marketing
If your company uses a tool like Gong.io that is the most non-intrusive way to glean insights from sales conversations. It's a great tool that lets you search key topics in an easy way.  If Gong isn't an option to you, then work through your sales team. Be intentional about which customers you’d...more
Vanessa Thompson
Senior Director, Product Marketing
Based on your question detail, it sounds like you are targeting some specific persona details. If you have the time and capacity to take the approach you described, then it's a good way to do it. The other is to use a third party. I've used a few in the past, SurveyMonkey and Respondent.io. They...more
Vanessa Thompson
Senior Director, Product Marketing
The outcome you are targeting with your competitive research plays a role in the efficacy of your research method. So have the outcome in mind before you start, that way you will already be on the path to success! Competitive positioning - There are plenty of tools around like Klue, that scrape ...more
Vanessa Thompson
Senior Director, Product Marketing
Competitive Battlecards are the best asset for sales but remember to KISS (keep it stupid simple). Sales are often pressed for time so how can you clearly pick apart your differentiators (vs the competitor), give the rep a compelling reason it matters, and even lay some trap setting questions. D...more
Vanessa Thompson
Senior Director, Product Marketing
Personas are the way you bring segmentation and targeting to life by understanding what ‘motivates’ the buyer. If you don't have a good sense of the motivators, needs, and wants of your buyer, then i’d make a bet that your marketing spend isn't optimized and your deal cycle times are longer than ...more
Vanessa Thompson
Senior Director, Product Marketing
When looking to identify target verticals, I always prefer a data driven approach. I'd work up a detailed analysis exercise and build a vertical based TAM. I have a go-to bubble chart that I like to develop which is based on the growth rate of each (CAGR, y axis) vs the revenue opportunity (x axi...more
Vanessa Thompson
Senior Director, Product Marketing
Build a mutual goal and you will be on a great path to a collaborative partnership. The main difference between the two is that PMMs need to think about the broader market which includes the buyer or the person signing the check (to build a strategic GTM model) and the UX team needs to think abou...more
Vanessa Thompson
Senior Director, Product Marketing
You may be looking at a broader trust issue and its likely that the research and the data you are bringing back is likely only a symptom of this. One of the key soft skills as a PMM is to influence without authority. So think about what motivates your product team, and use that to influence them ...more
Credentials & Highlights
Senior Director, Product Marketing at Twilio
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco
Work with Vanessa