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AMA: Workato Vice President of Product Marketing, William Davis on Messaging
September 28 @ 10:00AM PST
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Workato Vice President of Product Marketing, William Davis on Messaging
Top Questions
What are short and sweet messaging templates or frameworks that you and 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.
William Davis
Workato Vice President of Product Marketing • September 29
Here are two I posted earlier in this session. Positioning Statement - this is typically the foundation of any product/GTM positioning. * [Target Customer] For: describe who you're targeting your product at * [Statement of need or opportunity] Who: describe the pain or opportunity you're o......Read More
1055 Views
2 requests
William Davis
Workato Vice President of Product Marketing • September 29
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. Sending something over for feedback without the right context can be disastrous...especially if they share with others and expand any......Read More
464 Views
3 requests
William Davis
Workato Vice President of Product Marketing • September 29
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 industry, departmental or some other orientation, you will need the people who live and breathe these domains to ensure the mes......Read More
440 Views
4 requests
William Davis
Workato Vice President of Product Marketing • September 29
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 you should always weave in competitive positioning into it. Whether positioning against a vendor or against the status quo...i......Read More
328 Views
4 requests
William Davis
Workato Vice President of Product Marketing • September 28
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 the foundation of any product/GTM positioning. * [Target Customer] For: describe who you're targeting your product at * [S......Read More
4231 Views
5 requests
How much bearing does your competition have on your messaging?
How do you tackle/counter theirs?
William Davis
Workato Vice President of Product Marketing • September 29
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 growth opportunities are opening up? This must factor in competition. How is your messaging differentiated from the competit......Read More
342 Views
2 requests
William Davis
Workato Vice President of Product Marketing • September 29
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 messaging can be required if your company targets specific industries - finance, pharma, etc. If your working with a horizontal pr......Read More
362 Views
4 requests
William Davis
Workato Vice President of Product Marketing • September 29
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 business objectives. I talked a bit about how to measure whether your messaging is working a bit earlier so take a look at that answe......Read More
249 Views
3 requests
When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
William Davis
Workato Vice President of Product Marketing • September 28
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 message changes too frequently then you may also lose credibility. That being said, your messaging is never fully "done". You s......Read More
524 Views
4 requests
How often do you update messaging? And what is your approach when updating?
My team is currently updating messaging hierarchies and personas. We've had a shift in GTM as a company. It's been a long process. Trying to understand any best practices to make this a better experience in the future.
William Davis
Workato Vice President of Product Marketing • September 29
As mentioned in an earlier response, you can't change messaging every quarter...it won't stick and you'll lose credibilty internally/externally. Generally, you'll want any strategic messaging you put out to last 18 months. I think updating once per year or in certain cases every 2 quarters can ......Read More
702 Views
1 request
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.
William Davis
Workato Vice President of Product Marketing • September 29
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 their feedback is vital. Often times, those conversations not only inform your messaging but also can tee up customer refere......Read More
429 Views
2 requests
William Davis
Workato Vice President of Product Marketing • September 28
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 messaging tie back to overall business objectives? Answering that question can then help guide you to how to measure the effectiven......Read More
689 Views
7 requests
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