Competitive Research That Helps You Stand Out with Sophia (Fox) Le, Lead PMM at GlassDoor

We’re on a messaging kick! This week we are discussing how Sophia and her team approach messaging and positioning that serves both B2B and B2C target audiences. Sophia and Jeffrey discuss what Glassdoor has done to maintain a position of leadership in a crowded market and how they’ve evolved their messaging while remaining true to the core values of the company that have not changed since day one. They also discuss how to measure the success of messaging and positioning and navigate the competitive landscape.

Connect with Sophia on LinkedIn.
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Questions covered in this interview:

1. Can you share a bit more about your path into PMM and how you got into product marketing?
2. Can you share a bit about how you think of the category Glassdoor is in, and how you made some of the tradeoffs in positioning and messaging?
3. With a lot of different use cases and audiences, how do you ensure the messaging you and your team are releasing is consistent?
4. How are you measuring the success of your messaging and positioning?
5. Differentiating from competition is crucial as we know, but how do you think about competitive intelligence and how your key competitors are positioning themselves as a part of your messaging process?
6. What’s one mistake you’ve found a lot of PMMs make with messaging?
7. What’s one thing you’ve learned from a mentor, colleague, or manager that has served you well in your career? Can you tell me a little bit about it?