While I never formally held a product marketing title, many projects I initiated, oversaw, and worked on did involve product marketing. These included research, messaging/positioning, ICP, and the production of enablement assets.
- ASAPP
- SciNote
ASAPP
Sales Survey and Prospect Meeting Research
In marketing, we needed a better understanding of the sales process and the conversations happening with prospects. Without that visibility, it was difficult to know which topics to focus on, how Content & Design could better support Sales, and what prospects needed to understand before a meeting to make those conversations more effective.
To support this,
- I conducted a survey with the sales team, focusing on their meeting processes and what they considered priorities. Here are examples of the questions in the survey.
- I went through 200+ Chorus prospect conversations, analyzing the meetings using NotebookLM to extract insights.
Results: Identified recurring buyer priorities, top objections, key product differentiators, and reinforced the need for a dedicated sales enablement platform.
Human-in-the-Loop Agent (HILA): Positioning and Messaging
The HILA workflow is a unique feature where a HILA—Human-in-the-Loop Agent—can guide AI in a customer interaction at the specific moment where AI needs help. I worked with our subject matter expert and Product Marketing Manager to develop the positioning for this feature. My role included:
- Positioning: Refocused the positioning around our core product message and customer needs.
- Messaging: Simplified a complex concept into clear language for both internal and external audiences.
- Execution: Translated the positioning and messaging into product and marketing materials, ensuring consistency across how the feature was presented.
Enablement Assets
I managed the production of product and sales enablement materials, from identifying the needs or accepting requests and setting priorities, through to final production. Depending on the project, I either wrote the content myself or worked with a writer, then reviewed and edited the content together with our Product Marketing Manager for clarity, external-facing language, and consistency with our company and product positioning. I also worked closely with designers and our videographer to bring the final asset to life. For video examples, see Content Production. Examples below.
Results: 43 public-facing assets produced: 10 product/feature assets | 16 vertical-specific assets | 4 use-cases | 4 product demos + 5 videos + 4 white papers. Additional, internal facing slides decks and videos produced for prospect and board meetings.
GTM Hub
As our product and sales materials expanded, I recognized the need for a centralized place where GTM teams could easily find the latest messaging, product information, and enablement assets. I built the first GTM hub, developed its information architecture, organized the content, and established a process for keeping materials up to date.
Results: The GTM hub and its information architecture became the foundation for our deployment of the sales enablement platform GTMbuddy.
SciNote
ICP & Market Prioritization
The company assumed industry was the priority segment and allocated resources largely around short-term deal value instead of lifetime customer value. I challenged that assumption by analyzing customer data, building the business case and pricing approach with Sales, and convinced the CEO to reallocate some resources toward academia.
Results: Led to a 30% YoY increase in academic deals, establishing it as the company's most reliable recurring revenue segment: low churn, high retention.
Enablement Assets
I overhauled SciNote’s core product materials during my time there; the versions I wrote are still in use today. I worked with a graphic designer to update the product plan summaries, and cross-functionally with the Product team to rebuild the other assets myself. I also worked with our website and SEO specialist to update the home and product pages.
Results: Fully rebuilt 10 product resources and eBooks, including one complete product guide, 3 product plan summaries, and one electronic lab notebook evaluation guide (spreadsheet), which was one of the top lead gen downloads of the company.
- Product Plan Summary: The example below is one of the three I built with the help of a graphic designer.
- Data Protection White paper. SciNote was expanding its work with pharma and regulated research environments, where data protection and FDA regulatory compliance were important purchase considerations. I worked closely with Product and our Head of Privacy and Security to fully update the product white paper, communicating complex security and compliance requirements in clear customer-facing language. I also developed related content across partner webinars, product materials, and FedRAMP-focused messaging to build awareness of SciNote’s work in security and compliance. Selected pages below.
- Product Overview. Selected pages below.
