#30 | Jason Gatoff, PendoIt 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. (And it’s not all on...

#29 | Jiong Liu, OktaSometimes 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 you haven’t got...

#28 | Jordan Greene, OutreachNot 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...

#27 | April Rassa, HackerOneHow 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 marketing...

#26 | Jarod Greene, HighspotIn 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 strategy — are the ones who...

#25 | Jack Wei, SmartRecruitersWhen 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 product...

#24 | Christine Sotelo-Dag, IntercomThe 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 to...

#23 | Peep Laja, WynterA 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 to that fear:...

#22 | Jeff Beckham, MixpanelThis 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 “reduce...

#21 | Caroline Walthall, QuizletProduct 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 Quizlet,...

#20 | Derek Frome, OusterWhen 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, will get...

#19 | Jason Perocho, BrazeFinding 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, you gotta...