AMA: Google Product Marketing Lead for AI/ML Technologies, Abhishek Ratna on Product Marketing Strategy & Messaging

The ultimate KPI for great messaging and positioning is always the health of your business and your most important business metrics. Great messaging can doe everything from increasing conversion rates, accelerating the sales cycle, lowering acqusition costs to improving win rates. Those would always be the P0 OKRs to me. There are great leading indicators too, which are more tangible and direct. Things like ad click through rates, email click through rates, site bounce rates, time on site, and m ...Read More

You can use a slew of KPIs to measure effectiveness. Conversion rate: the percentage of people who take a desired action, such as making a purchase or filling out a form, after being exposed to the messaging. Click-through rate: the percentage of people who click on a link or call-to-action in the messaging. Engagement rate: the percentage of people who interact with the messaging, such as liking, commenting, or sharing it on social media. Customer satisfaction: the level of satisfaction and loy ...Read More

Non-Marketers often look to us as the team with most insight on customers. The more grounded our messaging is in customer research, the more likely we are to get buy in and alignment. Some tips to practically get alignment Show them data and research on consumer behavior and the effectiveness of the messaging in question. Share success stories from other companies who have used similar messaging and saw positive results. Collaborate and gather feedback early from product managers and engineers t ...Read More

There are a few ways to do this Conduct surveys or focus groups with customers and audience members to gather their thoughts and opinions on the messaging. Monitor social media and online reviews for feedback on the messaging and response from customers. Implement a system for collecting and tracking customer feedback, such as a customer service hotline or email address. Attend industry events and conferences to network with customers and audience members and gather their feedback in person. Col ...Read More

There are a few The AIDA (Attention, Interest, Desire, Action) framework: measures the success of the messaging in capturing the audience's attention, generating interest, creating desire for the product, and driving them to take action. The FAB (Features, Advantages, Benefits) framework: evaluates the messaging based on the features of the product, the advantages it offers over competitors, and the benefits it provides to the customer. The PAS (Problem, Agitation, Solution) framework: assesses ...Read More

You can do so in the following ways Conduct market research and understand the cultural, social, and economic factors of the different geographies. Use language that is clear and easy to understand across all geographies. Avoid using colloquialisms, slang, or local references that may not be universally understood. Focus on the common benefits and value of the product, rather than specific features that may not be relevant across all geographies. Utilize visuals and images that are universally a ...Read More

Non-Marketers often look to us as the team with most insight on customers. The more grounded our messaging is in customer research, the more likely we are to get buy in and alignment. Some tips to practically get alignment Show them data and research on consumer behavior and the effectiveness of the messaging in question. Share success stories from other companies who have used similar messaging and saw positive results. Collaborate and gather feedback early from product managers and engineers t ...Read More

Yes, i wrote an article about building an end to end developer playbook. This should help https://www.developermarketing.io/reaching-out-to-developers-with-abhishek-ratna/ You can read it for in depth insights. Here are some top level takeaways First, we need to understand the traits that all developer personas share. Here are some: Trusting hands-on experience over claims, Learning constantly to grow skills, Problem- and use case-driven, Wish to stay current with the latest technologies, and He ...Read More

Here are some fundamental things Research and understand the motivations, needs, and pain points of both the buyers and users of the product. Create messaging that speaks to the benefits and value of the product for both the buyers and users. Highlight the features and capabilities of the product that are relevant and appealing to both the buyers and users. Address potential concerns or objections that may arise from both the buyers and users, such as cost, implementation, or ease of use. Utiliz ...Read More

At its core, good messaging focuses on addressing stated or unstated customer needs in a clear and memorable way. Here are some simialrities in B2B and B2C messaging: Pithiness and clarity - so users can understand in 3 seconds or less what they stand to gain from the product. Paint a vision of comoft and freedom from worry. And here are ways in which the two often differ: B2C organizations often focus on emotional appeals and storytelling to connect with consumers, while B2B organizations may f ...Read More

That is a fine art and takes a lot of practice. That said here are a few helpful ideas 1. Look to industry publications and journalists for inspiration. I read a lot of artile on tech crunch, business insider, wored and other tech publications to understand their approach. 2. Use short, clear sentences and replace technical adjectives/verbs with non technical ones. For example, a sentence like "our technology can defragment frontends from backends" may be replaced by "our technology lets any fro ...Read More