Communities

Messaging

What frameworks do you have to help my team move away from writing about features and instead write about customer value?

Grace Kuo

Chan Zuckerberg Initiative Product Marketing • October 25

This is by far one of my favorite questions (and most important). As PMMs, we have to go beyond talking about the feature functionality but orient on what the benefit is for the customer. A practice I take is by asking a series of questions that will help you narrow in and articulate the customer......Read More

884 Views

How do you get internal teams to adopt new messaging?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 25

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

1034 Views

How do you drive alignment across the exec team on messaging

20 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1280 Views

How do you approach messaging for a technical audience vs for a non-technical audience?

7 Answers

Jodi Innerfield

Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 29

Your messaging should speak the language of the customer. If your audience is technical, you can use the language that they are familiar with to articulate the value of your product. You don't want to go too jargon-heavy, but for example, if you're product helps streamline API management, and you......Read More

2744 Views

Where do you usually structure your feature/product launch messaging? We have different feature launches and have been creating different documents, but we found that it's been difficult to search.

2 Answers

N Ali

April 9

Here are recommendations: 1. Keep it in one main "document" whether it's a wiki page, Excel, Powerpoint, or Word file with sections for feature and/or product launches. 2. Make sure the main document has a ToC, preferably one that is automatically generated. 3. If one document becom......Read More

255 Views

How do you incorporate JTBD into messaging? And if so, what's your approach to building that in?

1 Answer

Christine Sotelo-Dag

ThoughtSpot Senior Director of Product Marketing • April 18

I love this question and I'm a huge fan of JTBD again from my time at Intercom where this was a huge part of how we build and marketed our products. This actually needs to start before you get to the messaging stage. This needs to start at the product scoping stage, where you and your product t......Read More

324 Views

How do you validate messaging after the product has been launched?

2 Answers

Greg Gsell

Attentive VP, Product Marketing • April 16

Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can also use tools like Gong for this. We are setting up a Revenue Advisory Board who will help give feedback while we are developing......Read More

458 Views

How do you go beyond basic messaging to create messaging that converts and wins?

6 Answers

Christine Shannon

January 24

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

273 Views

What steps do you take to ensure your messaging is clearly communicating the value prop?

5 Answers

Grace Kuo

Chan Zuckerberg Initiative Product Marketing • October 25

Generally my approach to this is to build a plan on how to socialize and get feedback. Ensuring that key stakeholders have time to review, provide input, edits, etc. will help refine and reinforce whether or not you're communicating the value prop. XFN teams that are critical: * Sales: is th......Read More

728 Views

How do you deal with big and conflicting opinions from key stakeholders on your messaging?

7 Answers

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 25

This happens a lot as a Product Marketer! While it's great to take multiple stakeholders opinions into account, product marketers have a unique vantage point in their organization that enables them to see the broader company context in a way that not all teams have access to. To manage conflictin......Read More

763 Views

Communities

Product Marketing Community

Product Management Community

Demand Generation Community

Revenue Operations Community

Customer Success Community

Sharebird

Social