All related (62)
Catlyn Origitano
Senior Director Product Marketing, FivetranApril 12
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 long it will run, to whom it will be shown, and a preview. Folks can ask questions, offer suggestions, and then we give the approval to set live. The results of these go into our quarterly retros.  If it is on our website itself - we use a Drift bot. That mostly lives with our Demand Gen team but ...
Lauren Craigie
Director of Product Marketing, dbt LabsApril 26
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 derive from the feature, PMM adjusts to better match what the user would expect to see, for the task they want to complete. Other copy in the product UI that describes what a function is, or does, in the shortest and sharpest way, is handled by our design team (which sits inside our product org). ...
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceMarch 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 of help in this department as it is not their forte. 
Becky Trevino
Executive Vice President Product (fmr VP PMM), Snow SoftwareMarch 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 own the copy. There may be some bias that they understand the customer better than you do. There is no rule for ownership but if it is something you want to do then I would talk to your extended team and show them why PMM owning in-app copy is the best plan for your business. Ensure you understand the...
Judy Abad
Global Director, Business Strategy and Comms, TripActionsSeptember 19
  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 product writer, a PMM should work with a PM to deliver the right in-product copy.
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...
Kristen Ribero
Senior Director of Corporate Marketing, HandshakeOctober 29
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 feature names, onboarding wizard copy, CTAs make sense to cut across the three teams I mentioned, with product and design having a heavy say in those decisions. 2. Is the in-app copy meant to drive conversion activity / sales conversations? To me, this fits more with product marketing. Ulti...
Sarah Lambert
SVP, Marketing, Buckzy Payments
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.
Victoria Chernova
Director, Product Marketing, Gong.ioJune 8
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 messaging, or requires customer change management, or changes how we sell or demo the product. These are really dependent on your business. For in-app cues (like announcement banners/modals, etc), we've established a RASCI model based on the objectives of the copy / in-app cue. I highly recommend s...
Diana Smith
Director of Brand and Product Marketing,, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
James Winter
VP of Marketing, SpekitAugust 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 and product marketing.  In one of my past roles, it's been a combination of product management and product marketing who were responsible for it. 
Derek Frome
Vice President Marketing,
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...
Courtney Craig
Director of Product Marketing, ClearVoiceAugust 17
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 familiar with the ins and outs of the user experience.   Another solution would be to have someone is design or engineering draft the basic copy and have a copywriter make it sound better.
Priya Gill
Vice President, Product Marketing, Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...
Mike Flouton
VP, Product, Barracuda NetworksAugust 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. 
Matt Hodges
Head of Product Marketing Craft, Atlassian
I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.   I  believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.