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How do you prioritize messaging adjustments post-launch, and how often do you make changes?

Determining messaging at launch is one thing while returning to that messaging post-launch is another.

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4 Answers
Messaging Strategy
  1. Vidya Drego
    Vidya Drego

    SmithRx VP of Marketing | Formerly HubSpot, LinkedIn, Salesforce • 4y

    As I mentioned before, I always try to align positioning to where the product is going and where the company wants to be. Messaging can then roll out in several phases until it realizes this ideal positioning. Ideally, you have an understanding from research of what your prospects and customers believe are the key features and reasons to believe that deliver on your ideal value prop. With that, you can determine how often to adjust messaging as you evolve your product offering.

    565 Views
  2. Chad Kimner
    Chad Kimner

    Visiting Media SVP Growth and Operations | Formerly Mozilla, LeapFrog • 4y

    The behavioral shift in buliding a marketing team whose output is celebrated for small optimiziations occuring at scale is probalby the most important transformation a modern team can undertake. Moving away from the "6 month sprint to launch" and towards "the ongoing work of getting better at delivering the right message at the right time to the right audience in the right channel" is critical to better messaging.  At Mozilla, our Agile transformation enabled a test/learn/adapt philosophy previo ...Read More

    1,242 Views
  3. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 3y

    This is always difficult to find time for (really anything post-launch is hard to prioritize, we are all guilty of getting to launch and moving on to the next shiny object!). But one thing I find helpful is to align messaging updates with roadmap updates. Updating the roadmap is a pretty standard cadence for Product and Product Marketing, and I found that it is a natural forcing function to reevaluate higher-level messaging. Plus, you get more bang for your buck! When the sales and marketing tea ...Read More

    355 Views
  4. Elise Beck
    Elise Beck

    Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y

    In another response, I talked about the "Product Marketing Guide" -- this is intended to be an evergreen(ish) document that includes everything from foundational product positioning, to pricing, to competitive information, and a glossary of terms among other details that can be easily shared with your broader marketing team and other cross-functional partners. I encourage my team to revisit this with every launch to ensure it's complete and comprehensive. This might mean adding a few new terms t ...Read More

    305 Views

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