Vidya Drego

Vidya Drego

VP of Marketing, SmithRx

Content

Vidya Drego
Vidya Drego
SmithRx VP of MarketingJuly 7
It's pretty difficult to get a straightforward read on the effectiveness of your messaging and positioning but there are a few things you can do to ensure your messaging is more likely to succeed. 1) During the process of creating the messaging, work with your market research team to test aspects......Read More
13462 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
I like to ask PMM candidates to deliver their company's pitch. I'm not grading their pitch but rather the empathy and insight they display for and about their customers' challenges, the way they deliver it, and the storytelling ability of the candidate. There's no one answer to this that's stood ......Read More
7589 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
I like to ask questions in interviews that stem from real challenges and decisions my team are having or have made. I've seen great resources aggregated here on Sharebird, from the Product Marketing Alliance, and PMM Hive. But definitely don't memorize answer to questions or cases, make sure you ......Read More
5518 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
It's an interesting time to be in product marketing because I think there will be significant shifts in the next few years in how we think about go-to-market. There's a fair amount being written today about how go-to-marketing motions have evolved from inside sales to inbound marketing to product......Read More
3985 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJuly 7
We use a messaging ladder (a slightly customized version of many i've seen online) but are increasingly using a broader framework to connect our messaging to the buyer journey. The framework we use to structure the messaging doesn't dictate how often we update the messaging. For this, we try to a......Read More
1724 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
There are a couple of ways to think about advancement in a PMM career. You can specialize in a specific aspect of product marketing like inbound or product launches, for example. Or, you can broaden your experiences and amass experience in a variety of areas of PMM. In the current job market, the......Read More
1179 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJuly 7
Positioning and messaging both help you explain the value you deliver. I've always thought of positioning as something that lives internally within a company to help the organization contextualize their product or service within their category. It's the strategy by which you choose to communicate......Read More
747 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJuly 7
That's a tough call. What we've found recently is that as we've adapted our messaging for an enterprise audience, it's resonated less with small businesses. Some companies choose to vary their messaging by audience size (e.g. Shopify) others have one-size-fits-all messaging regardless of size. I ......Read More
734 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
I think it's always possible for product marketers to learn varied skills by being open to new projects or opportunities when they've mastered a skill. At a large company, where roles are more specialized there are often opportunities to work on different projects or products that may have differ......Read More
671 Views
Vidya Drego
Vidya Drego
SmithRx VP of MarketingJanuary 20
Product Marketing is challenging because the function influences many metrics but isn't normally the owner of those metrics. Exciting new deal closed? There's usually a PMM that helped along the way although it's sales' win. Cool new product feature launched? Definitely a PMM in the mix, but it's......Read More
624 Views
Credentials & Highlights
VP of Marketing at SmithRx
Formerly HubSpot, LinkedIn, Salesforce
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Product Marketing Career Path, Messaging, Product Marketing Soft and Hard Skills, Bui......more