Anna Lebedeva on defensibility & differentiation, collaborating with marketers, and building trust
Product State Q&A
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Anna Lebedeva is the Co-Founder of The Top Voices Media — and the Top Startup PM Awards. She was formerly the Head of Marketing at Semrush.
Website / LinkedIn
EC: How may product leaders create defensibility and differentiation in competitive categories?
AL: In highly competitive categories, brand and community are the ultimate differentiators.
While products can be copied and pricing matched, a strong brand emotionally connects customers, turning them into loyal advocates. By fostering an engaged community around your brand, you amplify trust, loyalty, and word-of-mouth, making it harder for competitors to break through. This community becomes a self-sustaining ecosystem that strengthens your product’s position and propels its growth and long-term defensibility.
Ultimately, the most efficient way to differentiate in a highly competitive landscape is through marketing. In a world where every product looks similar, the brand and the community set you apart.
EC: How can product leaders build trust?
AL: Product leaders can build trust through thought leadership by sharing insights, solving customer challenges, and showing expertise.
Writing articles, hosting webinars, posting on Linkedin, or speaking at events helps them connect with their audience and show they understand their needs.
Being transparent and authentic strengthens relationships — and creates a sense of trust and connection over time.
EC: What’s the key to stellar collabs between product and marketing teams?
AL: Effective collaboration between product and marketing teams starts with clear communication.
Marketing can share customer feedback and market trends to guide product improvements, while product teams provide clear value propositions and highlight unique features for marketing to promote.
By supporting each other, both teams create more potent product and market engagement and drive product growth.
“In a world where every product looks similar, the brand and the community set you apart.”
— Anna Lebedeva