AMA: Chan Zuckerberg Initiative Product Marketing, Grace Kuo on Messaging

Anchor on the metrics that matter. You can track efficacy of messaging throughout the funnel - and at each stage, the KPI might be different. Decide/discuss with your team what objectives you're trying to accomplish and base your measurement plan off that. For example: if your main business goal is to drive revenue: Top of the funnel: work with your data team/marketing ops to ensure you're tracking important metrics Example metrics: CTRs of ads Site visitors Demo requests Sign ups Middle of the ...Read More

Great question - the difference can often be confusing to even marketers as well. I view positioning as the foundation to messaging. Your positioning should cover the following: Your target customer How your product fits into the market How your product differs from competitors Why it works Once you've researched and crafted the positioning to your product, your messaging is an extension and amplification of that core statement. Messaging then, should differ based on where it's landing (ads vs. ...Read More

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 value. An easy framework is to follow: What is the feature? How does it work? How will this benefit the customer? What will it solve/what were the challenges before this feature was built? How do I now ...Read More

Generally my approach to this is to build a plan on how to socialize and get feedback. Ensuring that key stakeholders have time to review, provide input, edits, etc. will help refine and reinforce whether or not you're communicating the value prop. XFN teams that are critical: Sales: is the messaging clear and concise? Do they understand the unique selling points of the product/service/software they're trying to sell? Subject matter experts: is there authenticity to the messaging? Is it hitting ...Read More

Oh yes - startup mode often requires you to flex the skills of speed and scrappiness. When it comes to testing messaging, there are a few tools out there that are cheaper alternatives to give you signal on messaging effectiveness. Subject matter experts: One of the best results I've gotten when testing out messaging is by working with SMEs (internal from the company or friends+fam). It not only produces fast results, but can give you deeper insights into what works and what doesn't. This can be ...Read More

Yes! As we know, personalization is key in reaching your target audience, driving sales, and increasing customer loyalty. A few segmentation options I've tried in the past that have been successful: Based on pain points: You can create more resonance between the customer and your company by anchoring your messaging on the specific areas that your product/software solves. Based on customer journey: Although this is a similar to a "customer group", centering messaging on where the customer is in t ...Read More