AMA: Demandbase Director Product Marketing, Ruth Juni on Messaging
May 4 @ 10:00AM PST
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Demandbase Director Product Marketing, Ruth Juni on Messaging
Top Questions
How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 would create the various messages you want to test and then use the focus groups or interviews to get feedback on the messages.......Read More
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Ruth Juni
Demandbase Director of Product Marketing • May 4
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 propositions (UVPs). Then you can run integrated campaigns throughout the year that support each of those UVPs. This ensures you stay cons......Read More
410 Views
2 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 useful to collect my data in a working document to make it easier to reference as I start to write my messaging. The first step I'......Read More
482 Views
4 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 made the process take longer. I think there are a couple of ways to address this: * Identify the driver and ultimate approve......Read More
407 Views
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Ruth Juni
Demandbase Director of Product Marketing • May 4
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 your AI/ML models. People like to know that the data is ethically sourced and accurate. Usually quantity of data also helps to v......Read More
440 Views
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Ruth Juni
Demandbase Director of Product Marketing • May 4
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 there it's an iterative process to create, get feedback, and refine your messaging. It's also best to keep the customer in mind......Read More
456 Views
1 request
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 new product that you want to drive awareness on with new business, advertising is often used because it has broader reach. Wit......Read More
571 Views
4 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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. Substantiating the new messaging with statistics and key proof points also reinforces the strategy behind the change since there are ......Read More
396 Views
2 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 common themes I've seen, I'd say time savings, productivity and convenience are common ones that can easily apply to either se......Read More
421 Views
2 requests
How do you consider messaging hierarchy in the messaging of the product?
Do you consciously think about the company's messaging and even the broader product portfolio's messaging that needs to be considered when building out messaging?
Ruth Juni
Demandbase Director of Product Marketing • May 4
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. If I try to also account for the brand message, it makes the product message less specific and less impactful. You may lose o......Read More
546 Views
2 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 make sure to add language around the benefit so readers can understand why it matters. For example, we speak a lot about intent......Read More
379 Views
2 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 translating how the feature delivers the key benefit. This definitely requires peeling the onion in terms of the underlying pain point y......Read More
385 Views
4 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 always sell their solutions before they understand a customer's pain point. That's because prospects often come to your website with......Read More
401 Views
3 requests
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 and portfolio and compare that to our products and positioning. I try to see where our product features may dif......Read More
401 Views
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How do you lead a team to create aligned messaging for multiple areas?
i.e., How to ensure various PMMs, vertical managers, campaign managers nail their specific value props but remain in line with your overall narrative/brand positioning?
Ruth Juni
Demandbase Director of Product Marketing • May 4
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 the pain points and how we solve those pain points. Based on that, I then think about what the core messages are that I want to g......Read More
699 Views
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