AMA: Cortex Head of Product Marketing, Lauren Craigie on Messaging

Love this question. But I don’t want to conflate messaging with positioning. Your positioning is who the product is for, what need it addresses, and how. Messaging is the...

I think the answer here is the same as the answer for all messaging hierarchy—start with what you’re solving, and for whom. Nail the pain and outcomes, well before you ge...

I don’t think I agree messaging should be differentiating but I do think it should make your company easily distinguishable. What I mean by that is that folks that focus ...

If you don’t have a process for this you’re going to be pulled into it anyways every 6 months or so. That’s how often either you or one of your competitors is shipping su...

You may only know this by testing it with your target audience. Doing it in a vacuum in PMM or with product or sales will almost never work. Try message testing services ...

If the opinions on messaging feel REALLY divergent, it’s usually because 1) you’re not all answering the same question or 2) you’re actually disagreeing about copy not me...

If you’d be embarrassed using those words when describing the product to a good friend, don’t use it. Then you’ll have two options:1) Eliminate altogether, since those wo...

Assuming we’re broadly talking about a technical user, and non-technical buyer here, I would focus first on learning how each makes their buying decisions. Then follow th...

Serve your audience first, I’d say. If you’re both solving the same problem in the same way, your messaging will sound very similar, and that’s fine. What you’ll want to ...

You tell them they’re wrong. 😂 This is just a good time to assert your expertise in PMM. But if you need to bring data to the problem, hire a copywriter, or contract one ...