All related (55)
Alexandra Gutow
Director, Product Marketing, SnowflakeNovember 4

I actually tend to take bits and pieces from different ones that I've used in the past to create my go-to. Whatever framework you use should help you get to a focused opinion on the tagline, elevator pitch, and 3 benefit pillars. This means it should capture who is this for (primary personas) and what you're competing against (competitors) as "givens" to set the stage. Then the most valuable thing to have in the messaging are the 3 key benefit pillars of your product/solution/feature that are untouchable by the competition and matter most to your target audience. To justify your 3 key benefits, it's important that a messaging framework make you "show your work" so to speak. For each, why was it a challenge prior? How do you make it better? What's unique? What's the impact to your customer? Answering these in the framework also can make it easier when you're collecting feedback and buy-in, because it gives enough background for folks to debate. And then once you've nailed those pillars, the tagline and the elevator pitch tend to stem from there.

Malli Vangala
Sr. Director, Security Product Marketing, MicrosoftOctober 6

Sure. While I cannot share internal documents necessarily, I can share a few elements that I think make up good messaging frameworks.

  1. Market and competitive context
  2. Product strategy/objective (i.e. why we are introducing this particular product/capability and how it fits in broader portfolio of products
  3. Clear articulation of target customer segment and their pain points we are trying to address
  4. Value prop (ideally backed up by research validation!) and finally
  5. Messaging (1-sentence articulation, 2-3 mins 'elevator pitch' you'd want sales team to make) 
Charlotte Norman
Head of Product Marketing, CanvaMay 19

Positioning is about showcasing how you solve your customer's needs in a unique and beneficial way. 

I firmly believe that you can not create strong messaging if you have not completed an audit of your competitor's messaging. I typically use the following framework to audit competitors: 

Competitor framework:

  • Company name 
  • Tagline 
  • Positioning statement 
  • Core benefit 
  • Problem solved 
  • Messaging pillars 

Once completed I’ll map on a 4 x 4 the key territories the competitor sits in and where our company currently stacks up in comparison to the competitors. 

Once I’ve identified where we currently sit, we discuss our positioning strategy: 

  • Do we want to challenge our current position in the market? 
  • Do we want to challenge a competitor in the market? 
  • Do we want to carve out a unique space in the market? 

Once we have our strategy, we speak with customers to see: 

  • How they describe the product and features?
  • What do they believe the core benefits to be? 
  • What language do they use to describe certain aspects of the functionality?

From there we have the competitive intelligence and strategy to start our positioning. 

The framework I use is:

  • Product Feature Name
  • Tagline 
  • Short boilerplate 
  • Long boilerplate
  • Pain points solved 
  • Feature 1: Benefit/problem solved 
  • Feature 2: Benefit/problem solved 
  • Feature 3: Benefit/problem solved
April Rassa
Former Vice President of Product Marketing, HackerOne | Formerly Adobe, Box, GoogleSeptember 29

I think some of the work April Dunford has done in terms of the framework she lays out in her book is super practical and easy to use.

There are some good examples you can find here.  

I'm a big fan of the Content Marketing Institute and they have some great content around messaging framework you can find. This is one example.  

Sarah Lambert
SVP, Marketing, Buckzy PaymentsOctober 20

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....