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

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 20...

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 ...

Never. That's probably not a practical answer, but I'm always tweaking and refining messaging. Obviously we don't contstantly roll out changes to the market, but I think ...

It's ultimately up to the PMM team to drive engagement and feedback on messaging. One of the easiest ways I've found to do this, is to link messaging discussions with lau...

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 t...

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 sto...

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. Th...

This is where the loss of conferences/events this year has been painful. One of my favorite ways to test messaging is to attend conferences, work the booth, and see how w...

My approach to competitive intel is pretty basic, but for the most part it works well. I setup Google alerts for named competitors, and a Slack channel for sellers (or an...

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 ...