The Product Marketing Experts | How I Positioned That: Pluralsight's CMO, Lindsay Bayuk

When it comes to “training” vs. “learning”, which do you prefer? Lindsay noticed customers’ common answer was the latter, and her team pivoted Pluralsight's positioning as a “tech learning platform”. She was fulfilling the first of 4 pillars for positioning: Intelligence, or continuous research that informs all positioning decisions at the company. Tune in to hear about the other 3 pillars of positioning, as well as the 3 tier framework and the importance of establishing different customer personas.

Show Notes

Connect with Lindsay on LinkedIn here: https://www.linkedin.com/in/lbayuk/
Join Lindsay on Sharebird here: https://sharebird.com/profile/lindsay-bayuk-1 

Questions covered in this episode:

1. What’s your elevator pitch for Pluralsight? 
2. How did you come up with that? 
3. Did you use a framework to write it?
4. When do you know it’s working? 
5. How do you know when your positioning is ready to ship? 
6. How often do you update the positioning for your company? 
7. How do you keep new features/products organized within a larger positioning framework?
8. How do you research when working on positioning? 
9. Have you ever launched new positioning and realized it failed? 
10. What’s the one book a product marketer must buy if they’re going to own their company’s positioning? 
11. Who is another product marketing leader we should interview for this series?

What is The Product Marketing Experts ?

A deep dive into the craft of Product Marketing with the best Product Marketers in the world. Each week we sit down with Product Marketing experts at some of the fastest growing technology companies in the world. Hosted by Jeffrey Vocell, Director of Product Marketing at Iterable and brought to you by Sharebird.com, the leading Product Marketing question and answer site.