Any suggestions on how to build and validate market driven messaging, versus the easier and more prevalent product/feature centric messaging?

In the tech industry, so many product marketing teams default to very product driven/feature centric messaging in the name of appeasing a technical audience. Market driven messaging often becomes too watered down for technical audiences.

5 answers

All related (63)

Matt Hodges

Head of Marketing, Confluence at Atlassian • October 31

For guidance on how to build messaging, see my answer to, What are good messaging framework resources that you use?. In terms of how to validate it, I’d recommend a combination of the following tactic

96 Saves

Anjali T. Cameron

Head of Marketing at Landed • May 7

Similar to the question above on uncovering buyer trends, I’d suggest starting broad and then going narrow to develop market driven messaging. Start with a few key insights about your target market an

43 Saves

Daniel Palay

Head Of Product Marketing at 3Gtms • February 13

Are you talking about messaging specifically (precise wording) or a more general positioning? If it's the former, then I think Lia is correct. For the latter it takes some pretty heavy primary researc

32 Saves

Lia Kauffmann Schüler

Product Marketing Coordinator at Resultados Digitais • April 15

Talk to your customers, write 3 messaging options and ask them wich one they think that explain better what you want to say (or better connect with their pain/or make you different). We used SurveyMo

24 Saves

Dave Daniels

Founder at BrainKraft • August 22

Product positioning/value propositions/messages are developed for people (personas) in markets. The first step is to identify the personas that influence a buying decision for your products. When you

60 Saves

How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?