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After you have developed messaging, how do you put it to practical use?

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4 Answers
Messaging Strategy Storytelling
  1. Eileen Huang
    Eileen Huang

    Asana Director of Product Marketing | Formerly Google • 1y

    Once messaging is developed, internal teams use it in a number of ways including:

    • Marketing: Webinars, emails, web refresh, social, blog posts

    • Sales: Pitches, collateral

    • Press, analyst, and investor relations: Previews and debriefs

    • Executive leadership: Internal socialization and external pitches

    As product marketers, we can support our cross-functional teams by translating messaging into formats that would be most beneficial for our teammates, including one-pagers and pitch decks.

    23,817 Views
  2. John Withers
    John Withers

    Atlassian Head of Product Marketing, Bitbucket • 2y

    Your messaging should show up everywhere, including within any of the following marketing tactics you may choose to employ: Internal Internal announcements (eg, Slack, other field comms) Enablement sessions and related materials External Customer email(s) Blog(s) Web Press release Social posts Videos Field marketing Webinar Events etc But one of the biggest challenges of messaging is driving consistency, especially as you navigate multiple rounds of feedback. That’s why it’s crucial to be discip ...Read More

    13,118 Views
  3. Kelsey Nelson
    Kelsey Nelson

    Wiz Senior Director Product Marketing • 1y

    This is where the fun begins! I've used messaging in a few tactical ways: Marketing Collateral: We use this as the foundation for launches and on-going marketing collateral development. If you're at a smaller organization, you may be directly responsible for translating the messaging doc into various blogs, slides, datasheets, social copy, etc; at larger companies, you may have partner organizations that help scale the development of those resources. Nailing the core messaging doc ensures alignm ...Read More

    1,476 Views
  4. Jeff Rezabek
    Jeff Rezabek

    Workyard Director of Product Marketing • 1y

    After messaging is developed, the first places that I implement the messaging to test out its effectiveness are: Sales Team: Teach the sales team about the new messaging, why you think it could work, and some guidelines on how to use it (don't hand them a script). Ads: This is my favorite place to test messaging as you get quick feedback on what works and what doesn't. Run ads with the new messaging to landing pages to measure clicks and conversions. Work with your growth/demand team to put this ...Read More

    295 Views

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