Shoutout

Rhea Jose

Digital Marketing Manager

After two whole days of Virtual Summits by Product Marketing Alliance Marketing Alliance, my OneNote and brain are filled with ideas. Here are three key things I took away from these sessions:

1. Consistent, repeatable content: Most of your prospects are probably not in the market to buy right now, but when they are ready six months later can they remember you?

Make sure they associate your brand as their problem solver. Show up consistently (not copy pasting the same ad across all channels) but creatively with humour, knowledge or some quirk.

2. Brand Loyalty is dead or is it?: Shayna Macklin nails it right on the head. The traditional notions of Brand loyalty is eroding but that doesn't mean buyers don't care anymore.

The Bud Light campaign was a cultural reset that brands need to meet their customers where they are. It forces us marketers to evolve with the culture. Keep up or keep out!

3. Cyborg Marketers!: Everyone's favourite algo topic right now AI. Everyone's grandma and their 3rd grader is using it so why aren't us marketers. Some of my peers have embraced while some approach it with caution.

While Chatgpt may not be able to take our jobs yet, it does help you glean insights from prospect calls, brainstorm content topics, editing and repurposing the goldmine of content you already have.

What would you add to the list?

Ala Eddine Abid

PMM, People of Growth

Old Habits Die Hard… and this one’s a keeper. 🙌

Yesterday, I found myself doing what I do best on a Wednesday — tuning in to yet another incredible virtual event by Product Marketing Alliance: the Positioning, Messaging & Storytelling Summit. 🎯

While diving into the sessions, I was simultaneously refining a new Messaging Differentiation Framework — directly inspired by the insights shared during the summit. 🚀

If you're a PMM looking to sharpen your narrative or differentiate in a crowded market, I can't recommend these events enough. 🔥

Stay tuned — I'll be uploading the framework soon on Reforge #artifacts 😎

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Megan Chiarello

Senior VP of Marketing, Benecon

👀 Positioning gets you noticed, but your narrative keeps people engaged. - Product Marketing Alliance

As my father would say, "That's the ticket!" (Does anyone say that anymore?!) 😂

🧰 Positioning is where & how your solution fits into the world - its the value prop, differentiators, benefits, & outcomes.

🗺️ The narrative is the journey. It takes them to places with the solution.

It reinforces for your audience:

🔴 What's happening in their universe
🔴 What they care about &
🔴 Where the product sits to overcome objections & solve pain points.

The difference in the two practices is distinctive.

You need both.

Latoya Torrance

Senior PMM, Redox

"People don't buy products, they buy stories."

I tuned into some of the virtual sessions at Product Marketing Alliance's Positioning, Messaging & Storytelling Summit last week.

And there's one takeaway from Elliott Rayner's session, "How to Tell Your Product Story in Less Than One Second," that I can't get out of my head (besides the quote above):

✨ Locate the aha moment ✨ This is when your customer realizes your solution's value, or their "single moment of realization." You must deeply understand your ICP and their journey to identify that moment.

Your minimal viable story (MVS) starts there.

According to Elliott, there are three ingredients of a good story: ethos (credibility), pathos (emotion), and logos (logic). Tapping into your customer's "aha" moment helps infuse the element of emotion (or pathos) in your product's story.

I always say that B2B SaaS customers care less about your actual product and more about how its functionality makes a certain task (and their jobs) easier. This approach seems like a great way to differentiate your product in a way that strikes a chord — in a good way — and resonates with your target buyer.

(Also, still eagerly awaiting the replay so I can catch Emma Stratton's session! I just know she dropped tons of hashtag#messaging gems)