AMA: Freshworks Former Sr. Director, Product Marketing, Vivek Asija on Messaging
June 9 @ 10:00AM PT
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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.
WisdomAI Head of Product Marketing • 5y
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 i...
1757 Views
4 requests
WisdomAI Head of Product Marketing • 5y
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...
1565 Views
2 requests
WisdomAI Head of Product Marketing • 5y
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 dem...
1558 Views
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How much bearing does your competition have on your messaging?
How do you tackle/counter theirs?
WisdomAI Head of Product Marketing • 5y
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 c...
1678 Views
2 requests
WisdomAI Head of Product Marketing • 5y
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...
2049 Views
1 request
WisdomAI Head of Product Marketing • 5y
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 throu...
1298 Views
1 request