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Messaging

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

4 Answers

April Rassa

Cohere Marketing Executive • September 28

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More

862 Views

How can you create urgency in messaging to convince prospective buyers to buy now?

5 Answers

Jeffrey Vocell

Panorama Education Head of Product Marketing • December 10

Great question. Ultimately I think this depends on your target audience, product, and buying cycle. If you sell enterprise software that has a long sales cycle then you can apply copy tweaks to incentivize behavior but it may not be realistic to convince a prospect to buy now for a large informed......Read More

774 Views

What do you think about the Jobs to be Done framework for enterprise B2B?

3 Answers

Lindsey Weinig

Twilio Director of Product Marketing • August 16

I find the jobs to be done framework very useful in order to keep a customer-first mindset. Truly understanding your target audience's needs serves a product marketer targeting any segment or industry. Ultimately all buyers are people whether they're purchasing as a consumer or as a representativ......Read More

873 Views

What's the best way to rapidly test if your messaging is working as intended? Related question - how do you know if your messaging is working or not?

4 Answers

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • February 3

The best way to rapidly test whether your messaging is working as intended is to deliver it to your sales reps or other collaborators and see whether it helps them or not. Ideallly, you'd equip a few of them with a beta of your new pitch deck, or messaging artifacts and either get their gut react......Read More

755 Views

What's the difference between messaging and positioning?

3 Answers

Liza Sperling

Upwork Head Of Product Marketing • February 16

Positioning is a strategic internal exercise to define how your offering is uniquely differentiated relative to market alternatives. Positioning informs all messaging. Messaging is external language crafted to communicate and reinforce your positioning. Messaging is dependent on well-researched,......Read More

3265 Views

How do you decide between focusing on SMB vs. Enterprise when doing messaging where you can only have one?

4 Answers

Vidya Drego

SmithRx VP of Marketing • July 6

That's a tough call. What we've found recently is that as we've adapted our messaging for an enterprise audience, it's resonated less with small businesses. Some companies choose to vary their messaging by audience size (e.g. Shopify) others have one-size-fits-all messaging regardless of size. I ......Read More

575 Views

How do you quantifiably test messaging? Rather than relying on anecdotes from the revenue organization?

6 Answers

David Esber

Twilio Sr. Group Manager, Product Marketing, Messaging • October 26

My first question is: what's the reason for not relying on your revenue org? Is there a lack of trust, challenges with prioritization, or something else? The best, most differentiated positioning means nothing if it's not being used throughout the customer journey – and since the majority of mark......Read More

7716 Views

Do you have a messaging template/worksheet/framework that you like to use?

Always on the lookout for the best ways to really drive messaging home to internal stakeholders.

7 Answers

Steve Feyer

Eightfold Product Marketing Director • January 10

This is a tough one for me because I've tried several things in the last few years that DON'T work. I've used several different "message map" formats, and you can find a lot of examples online. The online formats are good, very professional, well-structured. They are useful ways to think about wh......Read More

2017 Views

How do you drive alignment across the exec team on messaging

18 Answers

April Rassa

Cohere Marketing Executive • September 28

It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CE......Read More

923 Views

How do you think about pricing and packaging as it relates to competitive positioning?

12 Answers

Chris Mills

Wrike Vice President Product Marketing / GTM • April 9

It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More

869 Views