AMA: Lattice VP Product Marketing, Emi Hofmeister on Storytelling

Typically, the best strategy to align the organization is to lean into data. When defining -- and agreeing on -- what makes you different from the competition, here are a...

To craft any messaging, I recommend always starting with the customer and defining specific value your product delivers. Depending on how technical your customer is, you ...

If you have 15 seconds, then I have to assume you're referring to creating differentiated messaging for a video ad. In this case, I would consider the medium and the chan...

To measure the effectiveness of a story, start with clear objectives. Below are a few common scenarios that require storytelling and associated objectives and metrics. Me...

The outputs from a great story or narrative can take many forms, including a pitch deck (probably the most classic form), a keynote, customer story or use case, even web ...

A common mistake I see when shaping a new narrative is failing to involve sales or other customer-facing teams in the process. The best narratives I've developed across m...

Customer stories are an effective mode of storytelling, and help prospects imagine the type of success they might experience with your product or platform. If you can't u...