AMA: Tray.io Former Head of Product Marketing, Michael Peach on Messaging

Yes - I think there are 3 things you need for good messaging: A clear understanding of who you're targeting. The target persona, not the vendor is the "hero" in your story. Product marketers too often make their product or company the main character. A clear understanding of how your product is differentiated. What are the 3 - 5 specific things that you do differently from competitive/existing solutions. A compelling brand/company vision. What is your broad POV on the market? How is it different ...Read More

I actually don't think this matters all that much. Messaging should be anchored in the outcomes your product delivers to your target persona, and the key differentators that make you uniquely suited to deliver those outcomes. That doesn't change based on your market position. Where this could come into play is when you talk about successes you've achieved. As a market leader you can talk to the your breadth of customers, market share, analyst ratings, etc. as proof points. As a challenger, you p ...Read More

This will depend a bit on the specific market or product, but I'd suggest the following: Your customers  Your product team Your sales team Your leadership team Industry analysts or influencers Customers can be a really valuable source of messaging feedback that often gets overlooked. A customer community or advistory board can be a great panel for message testing, and they generally appreciate having the opportunity to participate. Analysts can be helpful, but you'll need to filter their feedbac ...Read More

Messaging is always hierarchy. You have a top-level story that speaks broadly at the company, brand, or product portfolio level. Then you ladder down from that into more specific messages for specific products, industries, or audiences. They key is to start at the top and work down. That way your story is consistent, and your just adding relevant details for more specific pitches. From a delivery mechanism I think of the sales kit as a way to package this. You have a core organizing principle, s ...Read More

I think there are two ways to look at this. One is differentiation. What, specifically, does your product or company do that's different from other/existing solutions. This should always key component of messaging. It's the answer to "why us?". Intro presentations close on key differentiators, it's the points you work into the demo script, etc. Where I'd caution is getting too concerned with specific competitors as you build messaging. That can narrow your focus, and ultimately make you look sma ...Read More

Yes, there are two changes from a messaging perspective that I've made this year. Everything this year is unprecedented, but the changes are similar to things I did in 2008 as well. The first thing was to pivot top-line benefits from growth to efficiency. In a recession, you have to be able emphasize how your product will save money. Second is to focus more on current customers. Retention is critical in a down economy, so we've launched some specific messaging and new initiatives focused specifi ...Read More