AMA: Demandbase Director Product Marketing, Ruth Juni on Messaging

When it comes to creating aligned messaging, I typically like to start with a framework for creating what I call the foundational messaging. I start with understanding th...

One of the more challenging areas when it comes to writing messaging is consolidating the research and trying to make sense of all the information you have. I find it use...

Having worked for a consumer packaged goods company at the start of my career to now working for a tech company, I have seen my share of B2C and B2B messages. In terms of...

I think the key to writing messaging for complex technology products boils down to understanding, in layman's terms, what pain point your product is solving and translati...

Choosing the right channels to activate your audience when launching a new product depends on 1) your target audience 2) your budget 3) your goals. If you are launching a...

There are multiple ways to test messaging before launching a new product. One way is to do qualitative message testing with focus groups or in one-on-one interviews. You ...

Sometimes technical jargon is hard to boil down and can actually serve as proof points in your message. If that's the case, you can keep some of the technical jargon but ...

I recently ran into this issue when creating messaging for a new product page for our website. We had multiple stakeholders that weighed in on messaging and it definitely...

I always try to lead with customer benefit messaging and use feature messaging as support points. I've seen negative feedback from prospects who feel that companies alway...

For product messaging, I tend to prioritize and focus on the benefit promise that the product delivers and the key benefits and features that support that benefit promise...

For competitive intelligence, I use several sources: Competitor's website YouTube Past customers Review sites Analyst reports I look at how they position their products...

To build greater trust in AI/ML features of a product, I would focus on a couple of different aspects. The first is the quality and quantity of data being used to train y...

When you're crafting new messaging, it's always good to start from a framework that includes your benefit and positioning but also answers the question of why now. Subst...

I think the key to keeping at pace with the needs of the company while maintaining consistency is to have brand messaging that is aligned to your unique value proposition...

I find it's easiest to start with a messaging framework because that helps you organize your thoughts around the target, benefit promise and key reasons to believe. From ...