AMA: BlueVine Sr. Director Product Marketing, Anna Wiggins on Messaging
March 23 @ 10:00AM PST
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BlueVine Sr. Director Product Marketing, Anna Wiggins on Messaging
Top Questions
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
There are a lot of messaging frameworks out there. If you are on the hunt for templates, check out April Dunford's website (Obviously Awesome is a must-read of Product Marketers) or the Product Marketing Alliance. In general, a messaging doc should be the single source of truth and act as the bu......Read More
3108 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
I usually use qualitative insights in two ways: 1) uncover the “so-what” behind good messaging 2) test target response to messaging. Qualitative studies are a great quick way to understand customer or prospect behavior, needs, and pain points, which help you identify meaningful insights that wil......Read More
659 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
I find UserTesting to be a great tool for getting a quick directional read for how your messaging will perform with your target. I typically test for comprehension and emotional response or in other words did the target understand the product benefit and how they feel about it. Note that UserTes......Read More
626 Views
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
Positioning is an internal exercise during which you define the unique value proposition for your product, how the product is differentiated from the competition, and where it sits relative to the competition/alternatives in consumer’s minds. Positioning is a building block for messaging. Messag......Read More
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Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
I would say this depends on your roadmap and when the platform functionality is scheduled to launch. If you incorporate platform messaging too early, you can actually do more harm than good because your prospects will sign up for your product expecting a platform and instead will get a few basic ......Read More
557 Views
3 requests
When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
Please see my previous answer on messaging refreshes. In general, it will depend on the maturity of your product or changes to product functionality, competitor, and industry landscape. You'll want to plan for messaging updates as part of your annual Product Marketing/Marketing planning process ......Read More
773 Views
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How often do you update messaging? And what is your approach when updating?
My team is currently updating messaging hierarchies and personas. We've had a shift in GTM as a company. It's been a long process. Trying to understand any best practices to make this a better experience in the future.
Anna Wiggins
Bluevine Sr. Director of Product Marketing, Content, Customer Research • March 23
This will depend on the maturity of the product. If your product and target audience don’t change very much, you can look at doing annual refreshes. However, if you are working on a growing product with evolving audiences or you’ve recently pivoted, you may need to tweak your messaging more frequ......Read More
1182 Views
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