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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
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
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
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
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