Vikas Bhagat

Vikas Bhagat

Director, Head of Product Marketing, Webflow
GTM, Messaging/Positioning, Competitive Intelligence & Strategy

AMA's

Content

Vikas Bhagat
Director, Head of Product Marketing
Great question! I think it all starts with how you approach the conversation with that internal group. Building out a "walking deck" that explains my goals, intentions and the potential program is a great way to lower the fear of other teams. It also helps to bring those stakeholders along the jo...more
Vikas Bhagat
Director, Head of Product Marketing
It really depends on the current understanding of that competitive positioning within my sales team. I usually work with Sales Enablement or frontline Sales Managers to create a bill of materials that would help inform the team on competitive positioning.  Usually this includes but it varies o...more
Vikas Bhagat
Director, Head of Product Marketing
I use a pretty simple framework for messaging - namely, the messaging house. I typically focus on the following sections of the house (top to bottom): Brand prop, product description, customer context (the problem), Needs and wants, 3-5 value props, Benefits & features that address needs and want...more
Vikas Bhagat
Director, Head of Product Marketing
There are a number of ways to approach customer research pre-launch. At Webflow, we spend a lot of time with our community members to better understand their needs and wants as it relates to our product roadmap and their business needs. Really understanding specific audience segments and the why ...more
Vikas Bhagat
Director, Head of Product Marketing
"Competitor aware, customer obsessed" is something that I've internalized when thinking about competitors. Competitors are a good thing - it validates your space, your product-market fit and the market opportunity. The key is balancing the focus on competitors and the focus on customers. It can b...more
Vikas Bhagat
Director, Head of Product Marketing
For me, positioning is the statement about why/how your product is unique and why it is better than the competition. Messaging, on the other hand, is how you articulate (the words) the positioning to a specific audience/persona. The positioning your create for your product is really the foundatio...more
Vikas Bhagat
Director, Head of Product Marketing
Great question and one that really hits home for me since I used to do competitive intel while sitting in the sales organization at Medallia. The best approach I've seen is first identifying the top content needed by the sales team by actually sitting in sales meetings and in front of customers. ...more
Vikas Bhagat
Director, Head of Product Marketing
This is a fantastic question! In my experience, for competitive research/marketing, it is critical to spend time with your customers and frontline sales teams. In my previous roles, I've built voice of customer programs to help support quant and qual research. This has come in a number of formats...more
Credentials & Highlights
Director, Head of Product Marketing at Webflow
Product Marketing AMA Contributor
Lives In San Carlos, California