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AMA: Apttus Former Director of Product Marketing, Steve Feyer on Messaging
January 10 @ 10:00AM PST
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Apttus Former Director of Product Marketing, Steve Feyer on Messaging
Top Questions
How do you develop messaging that grabs attention in a crowded market?
We're in the sales development space and it's hyper competitive. It's hard to create messaging that cuts through the noise of all of our other competitors.
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
I don't think there is a single answer here---it is the fundamental messaging & content marketing concern! As you know, we all see hundreds of commercial and noncommercial messages every day (I've seen an estimate that the average American views 3000 advertisements daily). Breaking through is HAR......Read More
1086 Views
5 requests
Do you have a messaging template/worksheet/framework that you like to use?
Always on the lookout for the best ways to really drive messaging home to internal stakeholders.
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
This is a tough one for me because I've tried several things in the last few years that DON'T work. I've used several different "message map" formats, and you can find a lot of examples online. The online formats are good, very professional, well-structured. They are useful ways to think about wh......Read More
2510 Views
4 requests
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
Afraid that this is a confidential item I can't share---sorry! A few thoughts though about how we do this well (and I have to credit a colleague, Michael Dunne, who does this work and is an exceptional AR expert). 1) Sales slides: If they're good enough to sell with, they should be good enoug......Read More
1174 Views
1 request
How do you measure the effectiveness of your sales content?
I'm struggling to determine whether my sales reps are actually using content, and if its helping them win deals.
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
The most comprehensive way to measure the effectiveness of your sales content would be to implement a content management tool. Such a tool serves the materials to your reps, produces reporting, and allows you to connect the content usage to your outcomes. Pretty cool. I've been considering a tool......Read More
1089 Views
6 requests
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
Great question! But I'm going to blow up your premise right away: You can't prevent others from copying you. Imitation is the sincerest form of flattery, right? So instead of telling you how to dam up the ocean, let me suggest how you can turn this dynamic to your advantage. I have the privil......Read More
991 Views
5 requests
How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
Steve Feyer
Eightfold.ai Product Marketing Director • January 11
I use surveys and interviews too, but in general I don't do a whole lot of testing or any "A/B" comparison of two messages. I'll put something out, and if it isn't converting leads or getting used by sellers then I'll try something else. Now let me caution here, my approach can work because I......Read More
1430 Views
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