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Pranav Deshpande

AMA: Modern Treasury Manager, Product Marketing, Pranav Deshpande on Messaging

May 10 @ 10:00AM PST
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Modern Treasury Manager, Product Marketing, Pranav Deshpande on Messaging
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Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
In my opinion, benefits need to describe the outcome of using the feature. The outcome should address a real pain point for the target customer of the feature. The benefit should also be relative to the next best alternative available to the target customer. When we draft positioning statement......Read More
792 Views
2 requests
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
To be honest, this has been difficult to figure out. I don't think we have the best solution yet, but for now, we write down positioning statetements for each product, which include key messages, to ensure that we have one clear reference for other teams in the company. Each positioning statement......Read More
500 Views
2 requests
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
I've written about this in detail on my blog here, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc as a living document that will evolve with your business. The framework I like to use involves starting with jobs to be......Read More
4684 Views
2 requests
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
Great question! The relative importance of these tips depends on your GTM motion (mostly top-down or mostly bottoms-up), but in principle they're all about contributing meaningfully to growing revenues and customer count: 1. Case studies - sales and demand gen love customer case studies. Nothi......Read More
426 Views
2 requests
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
There's both qualitative and quantitative ways to test messaging, and in my opinion both are equally important in the long run.  The qualitative approach involves directly validating messaging with your target audience by: 1. Joining sales calls, pitching the product yourself, and seeing how ......Read More
514 Views
2 requests