AMA: Momentive Director of Product Marketing, Mike Greenberg on Competitive Messaging

As far as your approach to messaging, there’s probably more in common than there are differences in engaging B2C and B2B buyers (there are more differences in GTM strateg...

Great question (and there are a few others around messaging development process that I’ll use this response to cover). We have a few processes and frameworks in place tha...

I'd describe positioning as how we want to be perceived in the market, and messaging as the customer-facing language that proves it. But in practice, I've rarely (if ever...

My best advice here is not to skimp on establishing credibility: lead with something compelling that tells your pitch audience why they should listen to what you’re about...

The short answer is that you'll need to develop messaging with both audiences in mind, and apply the correct messaging (or combination of messages) based on the target au...

Short answer: we use our own (Momentive) message testing solution since this is the market we're in and we have a market-leading product. Not to toot our own horn too muc...

I won’t sugar coat it: localization is hard. While I’d love to give you some magic advice that will ensure your messaging resonates globally, the reality is that geograph...

I'm a big fan of A/B testing, but it can take a lot of time, and you need to be careful not to change things up-funnel if you want a clean result, which can be paralyzing...

There's always a cost! You can interview existing customers to validate whether proposed messaging resonates, but it's difficult to get validation at scale this way (ce...

This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversio...