Workato

Workato Overview
Website: workato.com
Employees: 150
Headquarters: Cupertino, CA
Founded: 2013
About
Workato, a leader in Gartner MQ, is much more than an iPaaS. It is an Intelligent Automation platform that can be used by both Business and IT. It supports 1000s of use cases across enterprise App/Data/API integrations, Workflow Automation, AI, Bots, R...
Insights from the Workato Product Marketing Team
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
As mentioned in an earlier response, you can't change messaging every quarter...it won't stick and you'll lose credibilty internally/externally.  Generally, you'll want any strategic messaging you put out to last 18 months. I think updating once per year or in certain cases every 2 quarters can also work depending on the circumstances. There is a lot of heavy-lifting required to do it right both to come up with the messaging but also to roll it out effectively so limiting frequency is important or it will be a huge time/resource drain on the company.  When updating, I would focus on the g...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
I think you should always consider what's happening in the market when defining any sort of messaging. What's gaining traction? What's causing you to win/lose deals? What growth opportunities are opening up?  This must factor in competition. How is your messaging differentiated from the competition but also aligned to where the market is headed? What are you saying that might play up the weakness of your competition?  Competition should always play a factor because with messaging you're trying to concisely communicate how you're different. 
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
Any work on messaging needs to incorporate customers!  When we're working on messaging for a campaign or a broader shift in messaging, interviewing customers and getting their feedback is vital.  Often times, those conversations not only inform your messaging but also can tee up customer references to use in marketing campaigns, etc. 
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
When moving your messaging from product-centric to solutions-centric, you're going to bring in experts in the solutions you're trying to organize around. Whether that be industry, departmental or some other orientation, you will need the people who live and breathe these domains to ensure the messaging/content you develop resonates.   There can also be individuals that act as sales overlays or technical field resources to provide a level of domain expertise in customer conversations that will help in deals focused around these specific solutions.  Internal messaging to motivate the differ...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
Here are two I posted earlier in this session. Positioning Statement - this is typically the foundation of any product/GTM positioning. * [Target Customer] For: describe who you're targeting your product at * [Statement of need or opportunity] Who: describe the pain or opportunity you're offering the target market * [Product name is a product category] List your product name and the product category it belongs to * [Statement of key benefit] That: describe the benefits of your product for the target customer * [Competiting Alternative] Unlike: describe how your product diffe...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
One thing I try not to do is share content or messaging without walking the person I want to get feedback from through the context and purpose live on a call/zoom. Sending something over for feedback without the right context can be disastrous...especially if they share with others and expand any confusion/dissent to others.  I will typically walk them through a google slide or doc with what we're trying to move towards and then offer them the opportunity to provide feedback live or in the doc once they've had some time to think about it.  Always try to prove why the messaging you're reco...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
Check out my answer above on how to weave competitive into your messaging.  Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I think you should always weave in competitive positioning into it. Whether positioning against a vendor or against the status quo...it should live there. 
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
A few thoughts on this one... I would focus less on whether your message is a certain length or tone but is the messaging serving the purpose as it aligns to your business objectives. I talked a bit about how to measure whether your messaging is working a bit earlier so take a look at that answer to determine how to measure the effectiveness of your messaging.  From a messaging perspective, we always strive for brevity eventhought it's challenging...how can we slim down what we're trying to say but still get our point across.  In order for messaging to be effective, I believe it needs to...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
Yes, persona messaging is a must always. I question I answered earlier has the framework I typically use for personas and an overall messaging structure.  Vertical messaging can be required if your company targets specific industries - finance, pharma, etc.  If your working with a horizontal product then my experience is that vertical messaging should be applied in campaigns and content targeting those specific verticals leveraging relevant customer examples in those industries as customer evidence.  Getting buy-in on messaging is probably the most critical and most challenging part of m...
William Davis
William Davis
Vice President of Product Marketing, WorkatoSeptember 28
There are a few different messaging and persona frameworks I have used for different purposes. Here are a few of my favorites.  Positioning Statement - this is typically the foundation of any product/GTM positioning.  * [Target Customer] For: describe who you're targeting your product at * [Statement of need or opportunity] Who: describe the pain or opportunity you're offering the target market * [Product name is a product category] List your product name and the product category it belongs to * [Statement of key benefit] That: describe the benefits of your product for the ta...
Workato Product Marketing Leaders
William Davis
William Davis
Vice President of Product Marketing