AMA: Salesforce CMO - Next Gen Platform, Desiree Motamedi on Messaging

Crafting effective messaging requires input and alignment from various stakeholders. Here's who I typically involve: Customers: Ultimately, our customers are the most important stakeholders. Their feedback is invaluable in ensuring our messaging resonates and addresses their needs. I actively seek opportunities to engage with customers through events, focus groups, surveys, and direct conversations. I also attend a lot of events or even our sales meetings to test messaging out. Sales Teams: Our ...Read More

I have been in this scenario before and I try to focus on the strengths around the product - even when it doesn't have all the bells and whistles that others might have.....1. Reframe the Value Proposition: Focus on your strengths: What does your product do well? Perhaps it's easier to use, more affordable, has better customer support, or integrates more seamlessly with existing systems. Identify those strengths and make them the centerpiece of your messaging. Highlight the "why" behind your pro ...Read More

AI is rapidly changing the way PMMs work, and I'm excited to see how it's evolving our messaging efforts. Here are a few ways I'm personally using AI, and some trends I'm seeing across the field: AI as a Thought Partner: We use AI tools like Gemini and Writer.ai as collaborative thought partners. They help me brainstorm ideas, explore different angles, and refine my messaging. It's like having an extra brain in the room or a partner when you want to brainstorm. Prompt Engineering is Key: The rea ...Read More

Even experienced product marketers can sometimes struggle to find the perfect words to capture their product's unique value. I've found that AI tools like Gemini or ChatGPT can be incredibly helpful in those situations. Here's how I use them to strengthen my messaging and positioning: Competitive Analysis: I'll provide the AI with asking questions about my competitors and their offerings, and then ask it to analyze how they position themselves. This helps me understand the overall market landsca ...Read More

While I don't adhere to a rigid, named framework, my guiding principle for messaging is simplicity and memorability. Especially when dealing with complex or technical concepts, it's crucial to distill the essence of your message into a format that's easy to grasp and remember. One technique I find particularly effective is using acronyms. A well-crafted acronym can act as a mental hook, making it easier for people to recall key information. Here's a recent example: We wanted to communicate the c ...Read More

To truly differentiate our messaging so it doesn't sound like generic AI, I focus on two key principles: 1. Competitive Differentiation: Deep Dive into the Landscape: I start by thoroughly analyzing the competitive landscape. What are our competitors saying? What are their strengths and weaknesses? Where are the gaps in their messaging? Identify Unique Value: This analysis helps me pinpoint what truly makes our product unique. It could be a specific AI capability, a unique data set, a focus on a ...Read More

While there are similarities, there are definitely key differences between crafting messaging for new products versus new features. Here's how I approach each: New Products: Establish a Foundational Narrative: With a new product, you're often starting from scratch. You need to establish a foundational narrative that explains what the product is, why it exists, and what problems it solves. This involves defining the target audience, the value proposition, and the key differentiators. I always sta ...Read More

Knowing when your messaging is truly 'perfected' is an ongoing process, but for me, it boils down to one key thing: customer validation. Here's how I approach it: Direct Customer Interaction: I'm a big believer in getting out there and talking to customers directly. Whether it's at industry events, through customer advisory boards, or in dedicated workshops like our Salesforce Innovation Center (SIC) sessions, these interactions are invaluable. The Pitch Deck as a Testing Ground: We use our pitc ...Read More