AMA: Mux VP of Marketing, Amit Bhojraj on Storytelling

I have used April Dunford's Obviously Awesome framework to develop messaging and create a product narrative. It is simple and can be applied to any setting. I have not yet read her other book, "Sales Pitch," which is all about crafting a sales narrative that will help you stand out and win. https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005

Test the story with your customers during case study conversations. The tone is informal during a case study interview, and you are already in a good place to ask for feedback. In my view, if the story is already built from the ground up based on customer/competitor research, you have already won the battle. I have also used Wynter and provided feedback on specific concepts. That is one more approach you can possibly try.

Here are the steps that I would follow: Step 1: Do your research first and build a point of view. Step 2: Align with internal SMEs (engineers, SEs, architects) to validate your findings and differentiators. Step 3: Find customer stories to support (1) and (2). Step 4: Create the internal battle card and external messaging (slides for sales enablement and landing pages).

Your solution can be extremely technical, but in the end, messaging is already grounded in the end value that your platform delivers to your end customers. It is also grounded in how your solution can solve the problem better than anybody else in the market. If you focus on the outcomes/value, I don't think messaging should be challenging. And if you have not figured out the end value, you surely have work to do.

This is a great question and, honestly, a great exercise for the entire PMM team. Once you have the narrative ironed out, you should think about the customer journey as they move from awareness to consideration to decision and deeply consider which assets would make sense at each stage. "Awareness" could be as simple as a copy for a LinkedIn ad, "Consideration" could be a thought leadership asset or a technical deep-dive doc, and "Decision" could be case studies, ROI calculators, or competitor positioning landing pages.