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Workato

Workato Overview

Website: workato.com

Employees: 670

Headquarters: Mountain View, CA

Founded: 2013

About

Workato, a leader in Gartner MQ, is more than an iPaaS. It's an Intelligent Automation platform that can be used by both Business and IT. It supports thousands of enterprise and workflow usecases so you can automate everything.

Insights from the Workato undefined Team

How often do you update messaging? And what is your approach when updating?

Workato Vice President of Product Marketing • September 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 ......Read More

704 Views

How much bearing does your competition have on your messaging?

Workato Vice President of Product Marketing • September 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 competit......Read More

342 Views

How do you incorporate voice of the customer into positioning and messaging?

Workato Vice President of Product Marketing • September 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 refere......Read More

429 Views

What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?

Workato Vice President of Product Marketing • September 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 mes......Read More

441 Views

What are short and sweet messaging templates or frameworks that you and your team use?

Workato Vice President of Product Marketing • September 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 o......Read More

1064 Views

What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?

Workato Vice President of Product Marketing • September 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......Read More

464 Views

At what point do you consider competitive information in your messaging?

Workato Vice President of Product Marketing • September 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...i......Read More

328 Views

At our start-up we have a history of deeply understanding our users' needs and can create loyalty and retention. But we find we are so careful about getting it "right" when it comes to what our product does that we lose the succint, repeatable marketing message. Do you feel that a succinct, hook-worthy statement that is 80% "right" is better than a "right" statement that is convoluted and hard to remember?

Workato Vice President of Product Marketing • September 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 answe......Read More

249 Views

Do you create persona based messaging and or vertical based messaging for your product? What is the best format for your messaging document? And how do you get buy in and then distribute your messaging document across the organization?

Workato Vice President of Product Marketing • September 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 pr......Read More

362 Views

What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

Workato Vice President of Product Marketing • September 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 * [S......Read More

4274 Views