Vivek Asija

AMA: Freshworks Former Sr. Director, Product Marketing, Vivek Asija on Messaging

June 9 @ 10:00AM PST
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Freshworks Former Sr. Director, Product Marketing, Vivek Asija on Messaging
Top Questions
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
I mentioned in another post that I have come up with a structured process for messaging development. with my team of product managers and product marketers, I work through a series of questions that force us to define and articulate our differentiation. This results in a number of messaging frame......Read More
1224 Views
1 request
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
I try to teach new product marketers how to think critically about positioning and messaging. It's very tempting to rest on more obvious product and feature descriptions that give the audience lots of detail about how things work. But what's more challenging to answer is, "what are we building an......Read More
1945 Views
1 request
What are some ways to solidify a messaging shift with the field?
We did a fairly large rebranding/messaging shift. We feel that sales can 'pitch' the message well, but we have noticed they can't pivot well. We believe this is because they haven't truly internalized the messaging components. We are doubling down on personas and industries in the context of our messaging. We hope that this will give them more maneuverability in the field.
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
Over the years I have collected and adapted a number of messaging tools. I have come up with a structured process for messaging development, and one of the deliverables is a source messaging document. Source messaging documents contain 50-, 100-, and 200-word descriptions, and usable snippets of ......Read More
1515 Views
4 requests
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
Writing, writing, and more writing. Be willing to throw away some copy -- even if you love it -- until you have the write story come to life. This is an organic process. Test it on customers and go on sales calls to see what resonates. Also make sure that you and your peers are reviewing one anot......Read More
1349 Views
2 requests
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes they fail to simply tell a human story. B2B software buyers are people too. And like any buyer of re......Read More
1398 Views
2 requests
Vivek Asija
Vivek Asija
Heap Sr. Director, Product MarketingJune 9
Competition plays a central role in messaging development and you must get extremely familar with how your competitors tell their story. After all, there's a reason we call it "positioning and messaging", because ultimately the best messaging positions you against something else. It draws contras......Read More
1452 Views
2 requests