Charlotte Norman
Head Of Product Marketing, Canva
Content
Charlotte Norman
Canva Head Of Product Marketing • May 21
The first 90 days is such an exciting and sometimes overwhelming time in a person's career. The best way to set up for success in 90 days is as follows: Day 1 - 30: Learn, learn, learn The first task I complete (and subsequently ask my newbies to complete) is an end-to-end product audit. Th......Read More
29109 Views
Charlotte Norman
Canva Head Of Product Marketing • May 21
Positioning is about showcasing how you solve your customer's needs in a unique and beneficial way. I firmly believe that you can not create strong messaging if you have not completed an audit of your competitor's messaging. I typically use the following framework to audit competitors: Comp......Read More
25508 Views
Charlotte Norman
Canva Head Of Product Marketing • May 21
Testing, iterating, and optimizing with your core audiences is the key to successful positioning: * Talk to your customers and prospective customers to see how the messaging resonates with them and if it helps them understand the benefits of the product * Mockup product flows, or market......Read More
20465 Views
Charlotte Norman
Canva Head Of Product Marketing • May 21
I believe there are three crucial things that need to be outlined in order for a successful launch: * Why are we doing the launch: what are the key metrics, objectives and customer benefits of doing it * Who's the core team working on the launch * How are we measuring success post-launch?......Read More
6394 Views
Charlotte Norman
Canva Head Of Product Marketing • May 21
Good question and I’m sure everyone has a slightly different take on this. From my perspective: Positioning = How you solve customers needs and sit in relation to the wider competitive market Messaging = How you bring your positioning to life in market I like to think of messaging as the......Read More
5452 Views
Charlotte Norman
Canva Head Of Product Marketing • May 21
I do believe in having a north star to help guide all your messaging. Having a clear brand and positioning DNA which is the overarching narrative for your entire company, will help ensure there’s consistent messaging across the entire business and that all positioning is helping tell your company......Read More
4102 Views
Charlotte Norman
Canva Head Of Product Marketing
Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva
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What makes your messaging stand out from competitors isn’t the simple task of stringing together a lovely sequence of words and putting pen to paper - it’s the constant evolution and iteration, rooted in testing and market research, that ultimately sets your marketing apart. In order to know how......more