AMA: Oracle Former Director, HCM Product Marketing, Sarah Lambert on Messaging

A truly successful pricing and packaging exercise can't be completed in a vacuum which means competitive positioning must be included in the discussion. The main reason i...

You have to start with understanding your audience and your product. For the audience – understand their key business issues and pain points and for the product, understa...

This is a tough one but I would suggest doing a messaging framework for each product and then the platform as whole. This will help to determine what the true value of th...

There’s an old saying: PR is the coverage you pray for and Marketing (Advertising) is the coverage you pay for. With PR messaging, the limitations to what can be said and...

Each channel has its own parameters for success be they length of message, medium or tone. I tailor my cross-channel message based on the channel audience and length but ...

I would suggest practicing by creating your own messaging frameworks for some of your favorite products or companies be they B2C or B2B. This should help you to start to ...

This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tra...

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my ele...