Adventures in Messaging
Product marketing leaders share their hard-won insights into the wild and wonderful world of tech messaging with host Emma Stratton (Founder of Punchy, a B2B positioning and messaging consulting and training firm). They discuss the craft of great messaging, offer advice and wisdom to up-and-coming product marketers, and dispel some myths along the way! 🙌 Check out Punchy here: https://www.punchy.co/ (Seasons 1 & 2 were originally released as a video series in collaboration with Sharebird.)
Episodes
30 episodes
#30 | Jason Gatoff, Pendo
It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.
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Season 2
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Episode 15
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12:44
#29 | Jiong Liu, Okta
Sometimes product marketers have to launch a little early. Sometimes they have to launch a LOT early 🙂 So how do you create a positioning and messaging strategy for a product that isn’t fully formed or completely understood? When y...
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Season 2
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Episode 14
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11:44
#28 | Jordan Greene, Outreach
Not enough people talk about using your intuition during messaging development. Because it’s a total secret weapon.The best product marketing teams have a gut sense about which messages will land with their customers, resulting in stron...
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Season 2
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Episode 13
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15:08
#27 | April Rassa, HackerOne
How do you bridge the gap between your product today and the vision for tomorrow?Pretty much every high-growth startup faces this messaging challenge: striking the balance between “what is” vs “what could be.”Luckily, awesome ma...
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Season 2
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Episode 12
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11:40
#26 | Jarod Greene, Highspot
In so many ways, messaging doesn’t belong to your company. It belongs to your customer. Your buyer. And the companies who get closest to the customer — and use their insights and language to help guide messaging strate...
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Season 2
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Episode 11
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16:56
#25 | Jack Wei, SmartRecruiters
When writing messaging, the natural reflex is to start with what’s so great about your product. (Especially when you know how amazing it is.)The trick is to consciously step back and start with the bigger picture.Why does your p...
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Season 2
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Episode 10
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16:22
#24 | Christine Sotelo-Dag, Intercom
The secret to messaging that resonates? Start with empathy, not features.Before you put pen to paper, make sure you truly understand your customer’s challenges, aspirations and feelings. That’s how you find the emotive hook...
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Season 2
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Episode 9
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11:48
#23 | Peep Laja, Wynter
A CEO once told me he stayed awake at night wondering how many ideal prospects visited his site, struggled to understand what his company could do for them, and bounced for good...never to return. As marketers, we can all relate t...
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Season 2
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Episode 8
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20:29
#22 | Jeff Beckham, Mixpanel
This may sound like heresy, but there are times when speaking to high-level business value isn’t necessarily the best way to go.Like when your buyer isn’t responsible for those top-level business metrics.Or when messages like “r...
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Season 2
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Episode 7
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13:08
#21 | Caroline Walthall, Quizlet
Product Marketers face the challenge of finding the perfect balance for their messaging, identifying which details illuminate the message and which ones just create extra noise. Caroline Walthall, Head of Product Marketing at Quizl...
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Season 2
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Episode 6
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14:08
#20 | Derek Frome, Ouster
When it comes to category creation, success lies in intimately knowing your product and the market, and then getting creative with that knowledge. In this episode of Adventures in Messaging, Derek Frome, Head of Marketing at Ouster...
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Season 2
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Episode 5
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24:11
#19 | Jason Perocho, Braze
Finding your product’s unique space in the marketplace is everything.That’s why positioning and category definition are two of the most important (and juiciest!) things a product marketer can do.And if you want to do it right, y...
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Season 2
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Episode 4
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20:09
#18 | Kevin Garcia, Retool
Research does more than just inform product positioning and messaging — it helps build conviction around how to move forward as a company.The key is to ask specific and nuanced questions; listen to what the research is telling you; and ...
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Season 2
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Episode 3
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19:26
#17 | Andrew Stinger, Coda
“Your job communicating isn’t done until you’ve been understood.”Words. To. Live. By. 🙌Just because you’ve put a message out there to your team — on a deck, a doc, an email — doesn’t mean you’ve effectively communicated the idea...
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Season 2
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Episode 2
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25:59
#16 | Indy Sen, Matterport
Messaging should be like an API inside your company – a living, breathing narrative that any team or region can plug into and get what they need. That’s how messaging becomes a multiplier inside an organization.Indy Sen, VP...
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Season 2
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Episode 1
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25:57
#15 | Mary Sheehan, Abobe
So much goes into creating new positioning and messaging. You have to decide who you want to be as a company. You have to get alignment across different teams. You have to understand what your customers think.Then you have ...
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Season 1
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Episode 15
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15:06
#14 | JD Prater, AWS
It’s one thing to get asked to position and message a small new feature. But what do you do when the CRO asks you to lead the charge on new positioning, messaging and competitive differentiation for the entire company? In your firs...
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Season 1
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Episode 14
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21:37
#13 | Savita Kini, Cisco
At what stage of product development should product marketing be brought in? When should you start creating and testing messaging for a new product?Savita Kini, Director of Product Marketing at Speech A, Cisco, has worked i...
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Season 1
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Episode 13
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11:56
#12 | Daniel Palay, SignEasy
The best messaging gets into your buyer’s head. It connects the dots between their world and your product.Personas can help you get there. But not if you retrofit them into your own product narrative.In this episode, Daniel Pala...
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Season 1
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Episode 12
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15:18
#11 | Judy Abad
With spells at WhatsApp, Slack, Instagram and Facebook, Judy Abad’s resume reads like an iPhone home screen. 😉She knows what serious demand feels like — the twists, the turns, the thrills — and it’s given her a unique perspective on tak...
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Season 1
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Episode 11
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12:21
#10 | Jeffrey Vocell, Iterable
Every product launch has to land. The stakes are high for product marketers and the pressure is real. That’s when you REALLY want messaging research in your corner saying: “We prepared for this. We got this!”Because without...
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Season 1
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Episode 10
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19:38
#9 | Sarah Din, Unbabel
Subjectivity bleeds into a lot of messaging development. “I don’t like this word.”“I think we should say this instead.”“What about ‘accelerate growth’?” Opinions are everywhere. And while they’re valuable...
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Season 1
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Episode 9
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16:15
#8 | Jon Rooney, Oracle
Think of messaging as draft and hypothesis. Something to stress test and poke holes in. Something to iterate and add rigor to.Not something to just fall in love with inside the building. “It's a discipline. It’s not ad hoc....
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Season 1
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Episode 8
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12:49
