Messaging
Maureen Sitterson
Etsy Senior Director, Product Marketing • October 25
Leaning on research and data to project the impact of new messaging and show internal teams why it will matter to customers is most effective. This could come in many formats - showing the potential size of the business opportunity or showing how customers are currently responding to messaging ar......Read More
1084 Views
Grace Kuo
Chan Zuckerberg Initiative Product Marketing • October 25
This is by far one of my favorite questions (and most important). As PMMs, we have to go beyond talking about the feature functionality but orient on what the benefit is for the customer. A practice I take is by asking a series of questions that will help you narrow in and articulate the customer......Read More
1037 Views
15 Answers
April Rassa
Aventi Group Product Marketing Consultant • September 28
Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write wi......Read More
1522 Views
11 Answers
Diana Smith
Hashi Senior Director of Product Marketing • July 16
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
4051 Views
10 Answers
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 10
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More
1399 Views
20 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1638 Views
7 Answers
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 29
Your messaging should speak the language of the customer. If your audience is technical, you can use the language that they are familiar with to articulate the value of your product. You don't want to go too jargon-heavy, but for example, if you're product helps streamline API management, and you......Read More
2791 Views
2 Answers
N Ali
April 9
Here are recommendations: 1. Keep it in one main "document" whether it's a wiki page, Excel, Powerpoint, or Word file with sections for feature and/or product launches. 2. Make sure the main document has a ToC, preferably one that is automatically generated. 3. If one document becom......Read More
258 Views
1 Answer
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 18
I love this question and I'm a huge fan of JTBD again from my time at Intercom where this was a huge part of how we build and marketed our products. This actually needs to start before you get to the messaging stage. This needs to start at the product scoping stage, where you and your product t......Read More
418 Views
2 Answers
Greg Gsell
Attentive VP, Product Marketing • April 16
Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can also use tools like Gong for this. We are setting up a Revenue Advisory Board who will help give feedback while we are developing......Read More
509 Views