AMA: Rate Director of Product Marketing, Lindsay (Saran) Gatta on Messaging

I like to use the Care-Do-Impact framework for materials like this. So why should the customer care, what should do they do about it, what is the expected impact they should have if they take the recommended action. That will help the sellers make this case study more action-oriented too. So with the materials you have, think about leading with the strongest customer quote. And closing with the strongest stat. You can always do an additional appendix with the secondary quotes and stats to show i ...Read More

Here's how I like to approach these complex product categories: 1) Identify if your product is a B2B2C or B2C2B category 2) Identify the functional and emotional benefits your product has for both audiences 3) Connect your macro value prop to both audiences by leaning into where there are shared benefits (from step above)4) Connect your macro product benefits to both audiences by learning into where there are shared benefits 5) Differentiate benefit statements and product reason to believe state ...Read More

Establish a RACI framework for your stakeholders (R: Responsible, A: Accountable, C: Consulted, I: Inform) and a timeline to factor in review times for those POCs. Share those timelines along with their role so they expect to hear from you. When you reach out to them for their review/approval, remind them of the turnaround time they have, the role they play in the stakeholder review process and what the next steps are. I love getting signatures with dates from stakeholders as well - it makes the ...Read More

This is a great question and I don't think there is one right way to do it :) I would probably do BOTH. Be bold for your overall value prop statement - lean into the fact that you are category leading. And then I would back up your value statements with reasons to believe from the product in areas where they already have a mental model/anchor. So for example, no consumer is likely to have a mental model/anchor for different types of GPT models (3.0, 3.5, 4.0), BUT they do understand the differen ...Read More

Is your company comfortable with sharing the vision of where the product will eventually land and the stage-gates to get there? If they are, this type of thought leadership can distinguish your company for corporate audiences and press, especially if it is a differentiating product. This is an area where I think it is important to be transparent and honest about what hasn't been figured out yet but instead acknowledge the types of questions you are working to answer. This approach will also rall ...Read More