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
Clarify.ai Head of Marketing | Formerly Atlassian, Intercom, Loom, Equals • 8y
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 combi...
2948 Views
Landed Head of Marketing • 7y
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 insigh...
999 Views
Upcoming Event
Mastering Market Research
Splunk
BrainKraft Founder • 7y
Product positioning/value propositions/messages are developed for people (personas) in markets. The first step is to identify the personas that influence a buying decisio...
1151 Views
Bling Product Marketing Manager • 7y
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...
646 Views
KPI Sense Chief Executive Officer • 6y
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 som...
728 Views
Related Questions
What is the most efficient way to validate messaging with customers?What are some specific ways you test messaging in your target market and outside of your customer base? Thank you!How do you develop messaging that grabs attention in a crowded market?What first step do you take when crafting compelling messaging?How would you tackle the issue when there are conflicting opinions on which key features to highlight in messaging? How do you create messaging when you have so many segments with different needs?