AMA: Zscaler Director of Product and Solutions Marketing, Christopher C. Hines on Messaging
April 1 @ 10:00AM PST
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Zscaler Director of Product and Solutions Marketing, Christopher C. Hines on Messaging
Top Questions
How does product and launch positioning and messaging differ?
This for companies with multiple feature-rich products that are being managed by a very small (i.e. 1-3) PMMs.
Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
Love this question. You want to make sure that you are always telling a story. Storybrand is a great template that I often use. It has 7 elements A hero Has a challenge They meet a guide Who gives them a plan Calls them to action Helps the avoid failure They succeed in the end Your ov......Read More
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2 requests
Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
One really interesting technique I have used is to start by writing a press release for any new major message update. Or for a major launch. This puts the brand/PR team in an arena they feel comfortable in, and forces you to really refine the message for this audience. Once you have a draft......Read More
490 Views
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Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
IMO I am a firm believe that positioning should not change, it should simply be enhanced. Define your foundational messaging for your product or service first. Once you have that, from release to release you'll continue to build on that message and show how this release is driving additional ......Read More
752 Views
2 requests
Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
This one is always an interesting piece. Our team developed persona profiles in house, but used some cool templates we found available on Google. We developed a persona profile template that includes the below: - Summary of the role - Responsibilities - Goals - Challenges - Relevant ass......Read More
1233 Views
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When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
Make sure you use your company's revenue and customer base as your sounding board here. If your revenues are suffering, and your current customers aren't purchasing more of your product this is a sign you may want to change the messaging. If you have a Sales enablement team, use them to mak......Read More
621 Views
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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.
Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
This is a GREAT question. Messaging is one of those things that everyone wants to influence too so that can be a challenge. We try not to update our messaging too often, or it can impact the Sales team's ability to accurately tell the story to customers. We tend to develop a foundational message ......Read More
824 Views
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Christopher C. Hines
Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2
One of the best ways to actually test your message is to speak with analysts. They speak with other vendors in your space, and take inquiries from customers all the time! Another great external resource is your customer base. Select 2-3 customers that you think would offer some strong advice a......Read More
878 Views
1 request
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