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For a team member newer to the discipline, how do you train messaging and positioning?

where do you start? what kind of classes? etc.

4 Answers

Diego Lomanto

Ada Chief Marketing Officer • May 11

There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product ......Read More

594 Views

What is your overall process when developing a messaging platform from scratch?

4 Answers

Nipul Chokshi

Atrium Head of Marketing • September 8

For me, great messaging always starts with two things: * Point of View - which articulates your perspective on the problem(s) your target market is looking to solve [why is the problem worth solving, what are the key steps in solving the problem, what kind of tech solutions will help y......Read More

1200 Views

How do you approach messaging and positioning when your product isn't the market leader?

6 Answers

Michael Peach

Rimsys Regulatory Management Software VP of Marketing • August 4

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 ......Read More

1034 Views

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?

5 Answers

Nipul Chokshi

Atrium Head of Marketing • September 8

I found that making the shift to “solutions” or “platform” requires becoming more business outcome focused in terms of your messaging. Rather than speak to individual user-level features/benefits (e.g. “the app launches 2x as fast”) you want to speak to the business impact that it delivers (e.g. ......Read More

722 Views

What analyst activities actually help reinforce your brand differentiation vs are expensive and produce little ROI?

4 Answers

Anthony Kennada

AudiencePlus CEO • January 28

It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More

1581 Views

When creating a category how important is it to have a new title to sell into? Can you create a category with an existing role as main user?

3 Answers

Anthony Kennada

AudiencePlus CEO • January 28

Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ......Read More

1065 Views

Do you have any top tips for layering and reviewing your messaging?

1 Answer

Elise Beck

Wistia Director of Product Marketing • November 30

The most important part of messaging is actually your positioning. I like to think of it as a sculpture where positioning is the armature -- the most foundational skeleton or bones of the thing. Without the armature, your sculpture could easily lose shape and fall apart. Without positioning, your......Read More

538 Views

Marketing messages and activities can be very subjective and subject to debate. What have you done to align executives and stakeholders so you can execute well?

5 Answers

Diego Lomanto

Ada Chief Marketing Officer • May 11

You need to listen to people, share positioning work as it develops and be iterative. If you just show up with a messaging strategy without involving leadership in the formulation you are most likely going to get pushback because everyone thinks they know what we should be saying to the market. B......Read More

594 Views

What do GTM strategies look like when you work on a whole category creation?

1 Answer

Abhishek Anbazhagan

Palo Alto Networks Product Marketing Manager, Cortex • September 5

While all marketing aims to solve a customer problem. When it comes to category creation, you are going to focus a significant portion of your time convincing Analysts and Press that your articulation of the problem is unique and hasn't been done before. You then use your product-adoption/sale......Read More

601 Views

What tools do you use to help you manage your messaging and then disseminate it to the rest of the organization?

3 Answers

Pranav Deshpande

Vanta Senior Product Marketing Manager • May 10

To be honest, this has been difficult to figure out. I don't think we have the best solution yet, but for now, we write down positioning statetements for each product, which include key messages, to ensure that we have one clear reference for other teams in the company. Each positioning statement......Read More

461 Views