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AMA: Workato Vice President of Product Marketing, William Davis on Messaging

September 28 @ 10:00AM PT

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How do you measure the effectiveness of the messaging behind a product? What would you do if you weren't able to A/B (example - if the product's audience were a handful of large Enterprise customers)?

Will Davis•

CData Software Chief Marketing Officer • 4y

When looking at the effectiveness of the messaging behind a product, I have always tried to focus on what are we trying to achieve with the messaging? How does the messag...

1216 Views

7 requests

What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?

Will Davis•

CData Software Chief Marketing Officer • 4y

One thing I try not to do is share content or messaging without walking the person I want to get feedback from through the context and purpose live on a call/zoom. Sendin...

595 Views

3 requests

What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

Will Davis•

CData Software Chief Marketing Officer • 4y

There are a few different messaging and persona frameworks I have used for different purposes. Here are a few of my favorites. Positioning Statement - this is typically ...

8982 Views

5 requests

How much bearing does your competition have on your messaging?

How do you tackle/counter theirs?

Will Davis•

CData Software Chief Marketing Officer • 4y

I think you should always consider what's happening in the market when defining any sort of messaging. What's gaining traction? What's causing you to win/lose deals? What...

390 Views

2 requests

At what point do you consider competitive information in your messaging?

Will Davis•

CData Software Chief Marketing Officer • 4y

Check out my answer above on how to weave competitive into your messaging. Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I think ...

362 Views

4 requests

What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?

Will Davis•

CData Software Chief Marketing Officer • 4y

When moving your messaging from product-centric to solutions-centric, you're going to bring in experts in the solutions you're trying to organize around. Whether that be ...

644 Views

4 requests

What short and sweet messaging templates does your team use?

I am looking for messaging templates. Our team is looking for something short and sweet. If you have a template you can share, that would be great.

Will Davis•

CData Software Chief Marketing Officer • 4y

Here are two.Positioning Statement - this is typically the foundation of any product/GTM positioning.[Target Customer] For: describe who you're targeting your product at[...

1888 Views

2 requests

At our start-up we have a history of deeply understanding our users' needs and can create loyalty and retention. But we find we are so careful about getting it "right" when it comes to what our product does that we lose the succint, repeatable marketing message. Do you feel that a succinct, hook-worthy statement that is 80% "right" is better than a "right" statement that is convoluted and hard to remember?

Will Davis•

CData Software Chief Marketing Officer • 4y

A few thoughts on this one... I would focus less on whether your message is a certain length or tone but is the messaging serving the purpose as it aligns to your busines...

281 Views

3 requests

How do you incorporate voice of the customer into positioning and messaging?

Curious to know how customer research works best in your experience and how to drive to actionable outputs like positioning and messaging.

Will Davis•

CData Software Chief Marketing Officer • 4y

Any work on messaging needs to incorporate customers! When we're working on messaging for a campaign or a broader shift in messaging, interviewing customers and getting ...

541 Views

2 requests

When should messaging change for a product and how should that be addressed with internal stakeholders?

or should messaging not change, but evolve?

Will Davis•

CData Software Chief Marketing Officer • 4y

Changing messaging needs to be considered very carefully. You can't change messaging every quarter because you'll never get the adoption you're striving for and if the me...

579 Views

4 requests

Do you create persona based messaging and or vertical based messaging for your product? What is the best format for your messaging document? And how do you get buy in and then distribute your messaging document across the organization?

Will Davis•

CData Software Chief Marketing Officer • 4y

Yes, persona messaging is a must always. I question I answered earlier has the framework I typically use for personas and an overall messaging structure. Vertical messag...

455 Views

4 requests

How often do you refresh your messaging?

Will Davis•

CData Software Chief Marketing Officer • 4y

You can't change messaging every quarter...it won't stick and you'll lose credibility internally/externally. Generally, you'll want any strategic messaging you put out to...

831 Views

1 request