AMA: Outreach Platform & Solutions Marketing Director, Jeremy Moskowitz on Messaging

If your executives and cross-functional stakeholders can see their fingerprints on the narrative and messaging as it develops, they will be more likely to endorse and adopt your final product. The knock on Marketing, PMM or otherwise, is that they are in a silo and disconnected from the realities of the rest of the business.  Product feels you don’t understand “product truth,” Sales feels the messaging is unrealistic to use with customers, and the C-Suite feels it’s not in touch with what they h ...Read More

I am a massive fan of what the team at Sprig is doing; they articulate a specific point of view and use clear, simple language to position technical features as the solution to their audience's specific problems. Sprig is a comprehensive platform consolidating multiple tools used by Product Managers and UX Designers: session replays, heat maps, surveys, and feedback. They could have just slapped "AI-Powered" or "All-in-one" on their website and called it a day. While those concepts show up in th ...Read More

I focus on use cases, the jobs that buyers/users of my platform execute daily, and highlight the product feature that removes barriers preventing them from achieving their goals. Use case messaging is the art of storytelling in words that your personas use every day to demonstrate you understand their problems, just like telling a child who had a bad day at school a bedtime story where they are the hero overcoming dragons that represent the mean teacher or school bully. Every marketer knows “The ...Read More

I am so glad you asked! I have a few rules I live by when it comes to messaging reviews: Read it out loud: This trick is essential for PMMs of all levels, regardless of your proficiency with writing. Whether PMM is just your nine-to-five until Netflix buys your screenplay or you are a PMM with a technical background that dreaded creative writing class, this trick is a great way to filter for cliches, technical jargon, and writerly language that sounds better in your head than it does coming out ...Read More

Generally, I agree with Anthony that if SAAS companies are looking to differentiate, a specific, clear value proposition is the way to go - but there are some caveats to consider.   About a year ago, our then-CEO asked my team to refresh our messaging because all of our competitors were claiming their products drove the same outcomes that as us - things a sales leader would care about like revenue, deal velocity and and win rate. We were tasked with finding a way to differentiate.  Anthony has p ...Read More

Work closely with the Sales team, particularly Moneyball Reps, Turnaround reps and Sales Managers, getting these stakeholders on board makes it easy to drive adoption across the wider organization.  As PMMs, we (hopefully) have spent hours researching our target persona, how they would use the product, and our competitive differentiators before launching new messaging. We are convinced our iteration solves every weakness of the old messaging, but then we are shocked...SHOCKED, I TELL YOU, SHOCKE ...Read More