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Category Creation

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

5 Answers

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

2187 Views

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

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

5 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

2021 Views

Would you have any great external resources about becoming better at messaging that you can share?

5 Answers

Diego Lomanto

Ada Chief Marketing Officer • May 11

Hi - yes - I definitely recommend sharebird's resources. I also love a few books on positioning. First the classic book here is from Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge......Read More

2292 Views

What is your approach to testing different messaging and your criteria for success?

5 Answers

Kevin Garcia

Anthropic Product Marketing Leader • April 16

As a rule of thumb, you should always test your messaging. The level of rigor and criteria for success should be sized appropriately the higher you go in the messaging hierarchy. For this answer, I’ll use a pretty simple messaging hierarchy: * Company-level: Who are you and what do you do? * ......Read More

3078 Views

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

4 Answers

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

775 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

Fourth CMO • 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

1091 Views

Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?

7 Answers

Pranav Deshpande

Vanta Senior Product Marketing Manager • May 10

I've written about this in detail on my blog here, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc as a living document that will evolve with your business. The framework I like to use involves starting with jobs to be......Read More

5227 Views

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

6 Answers

David Esber

Twilio Senior Director, Product Marketing • 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

20895 Views

I'm a product marketing team of 1 - what would you recommend as easy, every-day tools/actions that will help me understand our customers that little bit better?

4 Answers

Nikhil Balaraman

Roofstock Senior Director Product Marketing • March 21

Well first of all, it’s always tough to be a team of one. You are definitely going to have to ruthlessly prioritize and as a team of one, it can be easy to get stuck as the sales content/collateral & product launch factory. So with the spare time that you have, I think a few things that can help ......Read More

850 Views

What are some common Messaging mistakes you see Product Marketers make?

10 Answers

Vivek Asija

Heap Sr. Director, Product Marketing • June 9

One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes they fail to simply tell a human story. B2B software buyers are people too. And like any buyer of re......Read More

1408 Views

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