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Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
12 Answers

Joshua Lory
VMware Senior Director, Blockchain Go To Market • March 29
In my opinion, PMM has a better vantage of customer needs and command of customer voice to produce best in app copy, product naming nomenclature and in-product guidance. This responsibility can be shared with UX and PM to ensure everyone is on the same page. Engineering and PM usually need a lot ......Read More
467 Views

Victoria Chernova
Gong Director, Product Marketing • June 10
This is always a gray area :) At Gong, most UX copy is owned by the product writing team, except for naming "Tier 1" products. Together with that team, we established a list of criteria that qualifies features or products as "Tier 1;" such as, the feature/product changes core product pillar me......Read More
545 Views

Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 30
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like featu......Read More
1332 Views

Sonia Moaiery
Clearbit Vice President, Product Marketing • October 19
The copy in the product itself is owned by our Product Design team. However, we have a Customer Engagement / Customer Lifecycle Marketing team that owns copy for in-app messages like tooltips, banners, carousels etc. PMM will also schedule in-app messages (depends on the message itself) where we ......Read More
423 Views

Becky Trevino
Snow Software Executive Vice President Products • March 2
In-app copy typically falls under Product Marketing. If it is something you do not own today, my advice would be to work with the Design/PM team who is currently owning this to understand how you can contribute/collaborate. For technical products, I often find PM/Engineering actually choose to ow......Read More
489 Views

Judy Abad
TripActions Global Director, Business Strategy and Comms • September 20
It depends on how big your company is! At large companies, there’s often a Content Strategy or Product Writing person or team that sits under Design. The PMM should ensure the in-product copy aligns with overall positioning, but is not the directly responsible person for that. Absent a pr......Read More
956 Views

Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 14
In-app copy does fit with Product Marketing - and Product! So technically, our PM team owns the in-product experience but PMM has full access to the tool. We have a slack channel for all in-app messaging and anyone who wants to do one posts in there following a format that says the purpose, how l......Read More
303 Views

Lauren Craigie
Cortex Head of Product Marketing • April 28
A few answers here, based on use case! Naming inside the product (like features, tabs, or experiences) would be handled by PMM during the launch process. PM is likely to have ideated an internally-referenced name early on, but as we get past the beta and understand what value users actually d......Read More
364 Views

Courtney Craig
Shopify Senior Team Lead, Retail Product Marketing • August 18
We like keeping this with the PMM or a Product Manager/Owner, as the person writing this copy needs to be super familiar with the product and user experience. They need to be power users, IMO. Occasionally, I've leveraged Support or Customer Success Managers for this as well, becausr they are so ......Read More
532 Views

Jeff Hardison
Calendly Head of Product Marketing • March 22
In quickly growing companies, I've found there are a few "hot potatoes" that get passed around as the quarters pass by and employees come and go. One of those jobs that get shared is in-app copy (or the words inside of software applications that describe features and the like). In an ideal wo......Read More
247 Views

Mike Flouton
Barracuda Networks VP, Product • August 3
IME this should sit in engineering, but it's generally not a bad idea for the copy writer to solicit PMM feedback. PMM needs to be hyper focused on strategic tasks. This is a good example of a tactical distraction.
381 Views

James Winter
Spekit VP of Marketing • August 15
If your company has the resources, I would advocate for there to be an in-app copy writer that sits under design. By putting them with design, they will have the shortest path to where the product is actually being made. That being said, they should be very aligned with both product management an......Read More
474 Views
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Kristen Ribero
Handshake Senior Director of Corporate Marketing • October 30
The first step here is to share the WHY behind a messaging project. If you can get every group to align on that and the outcome, getting ‘approval’ is much easier. I start with a kickoff meeting and have often shared this article (linked below), particularly in startups where you may be dealing w......Read More
1726 Views
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Sarah Lambert
Symphony Talent Head of Product Marketing • October 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 di......Read More
2956 Views
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Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.org • July 17
The key thing is to do what you just mentioned -- grab attention. Do something different. Either tell a bolder story, take a different angle, focus on a differentiator, or show how other players in the market have it all wrong. This is a never-ending battle because your competitors will likely co......Read More
1672 Views
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Derek Frome
Ouster.io Vice President Marketing • September 6
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds......Read More
1028 Views
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Priya Gill
Momentive (SurveyMonkey) Vice President, Product Marketing • December 9
Momentive ;) In all seriousness though, I leveraged SurveyMonkey (now Momentive) in the past and of course, present for message testing, product name testing, product concept testing, etc. With our Market Research panel, there's access to over 50M people and you can find your ideal respondants by......Read More
645 Views
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Matt Hodges
Atlassian Head of Marketing, Confluence • November 1
I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email: * It’s thoughtfully targeted and relevant: A poorly targeted email is about as effective as a love letter addressed “To whom it may concern” (credit: Des T......Read More
1587 Views
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Jiong Liu
Wiz Senior Director of Product Marketing • August 4
I find most messaging frameworks will get the job done here. It's more important to have consistency in using whatever template/framework you ultimately select. This allows your internal stakeholders to really focus on the meat instead of template. This is also very important for our marketing te......Read More
1223 Views
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Elizabeth Brigham
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • April 29
I'm a fan of the highlighter test method. We generally will take advantage of being present at an event (know this is challenging in today's environment) and take about 20 copies of two versions of our messaging, then sit down with clients/non-clients and ask them to highlight words that resonate......Read More
975 Views
Related Questions
How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?Can you share examples of Messaging frameworks that you think are best-in-class?How do you develop messaging that grabs attention in a crowded market?What are your thoughts on how to distinguish between what is a product, feature, and solution?What SaaS tools are you familiar with when it comes to message testing?Any examples of best in class feature launch emails you have seen?