Messaging

Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioOctober 26
If you speak the language of your audience, they will be engaged! I think it's a myth that technical topics are "boring" or "dry". These topics are VERY interesting to your technical audience, so mirroring their language on these topics is key. A few tips to help: * Be specific. For......Read More
1247 Views
Maureen Sitterson
Maureen Sitterson
Etsy Senior Director, Product MarketingOctober 26
Leaning on research and data to project the impact of new messaging and show internal teams why it will matter to customers is most effective. This could come in many formats - showing the potential size of the business opportunity or showing how customers are currently responding to messaging ar......Read More
767 Views
Nami Sung
Nami Sung
Ramp Senior Director, Product MarketingOctober 25
I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be usefu......Read More
692 Views
3 Answers
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
I believe there are three crucial things that need to be outlined in order for a successful launch:  * Why are we doing the launch: what are the key metrics, objectives and customer benefits of doing it * Who's the core team working on the launch * How are we measuring success post-launch?......Read More
4742 Views
2 Answers
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioOctober 26
First, messaging shouldn't be so focused on features. It should be about the unique value you provide to your customers. While features ARE part of that value, they're not the ONLY thing that adds value. This is particularly true in a saturated market with feature parity. A few additional d......Read More
1484 Views
5 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 12
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
1639 Views
How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved
4 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantJanuary 20
The key is to clearly define roles and responsibilities within your Marketing organization. For starters, let's start with where Product Marketing fits in. Product Marketing operates at the center of product, marketing, sales, and customer success teams. Under the general marketing umbrella, the......Read More
887 Views
5 Answers
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
Testing, iterating, and optimizing with your core audiences is the key to successful positioning:  * Talk to your customers and prospective customers to see how the messaging resonates with them and if it helps them understand the benefits of the product * Mockup product flows, or market......Read More
16373 Views
5 Answers
Kevin Garcia
Kevin Garcia
Retool Head of Product MarketingApril 17
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
2872 Views
1 Answer
Christine Shannon
Identify the problem you're aiming to solve (their pain point), discuss the ideal state (what could it be like if it were solved), and how you can solve it. Then distill this down and down and down until you have a short statement that you can use in marketing. When thinking about your marketi......Read More
253 Views