Do you approach crafting overall product messaging differently than feature launch messaging?
Twilio Vice President Marketing • 5y
You don’t want a new feature to distract from the main hero product so you should think about the specific benefit customers that already use your main hero product are g...
1747 Views
Asana Chief of Staff, Product • 5y
I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer...
1767 Views
Upcoming Event
Mastering Market Research
Atlassian, Wiz, Splunk, Ting
Close Head of Product Marketing • 5y
Whether we're looking at our high-level product messaging, solution messaging or feature level messaging - we follow a messaging framework that remains consistent. What...
934 Views
Headway Staff Product Marketing Manager • 5y
Yes!At Coda, I’m very lucky to have a wildly talented Brand Team that supports our company, and privileged to have worked on 100+ customer-facing feature launches in 2020...
1678 Views
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
Cross-posting and building on a similar answer! Borrowing from April Dunford, positioning is "context setting for prospects." Once you've established your positioning (w...
532 Views
Related Questions
Does your method for developing product messaging differ from creating campaign narratives or website messaging?How does product and launch positioning and messaging differ?What's your opinion on generalized vs segmented messaging for external feature launches? Considering buyer vs user personas, multiple GTMs, etc. Can you share an example of how you built messaging for a product launch?How do you decide between the core vs. the non core offerings when doing messaging?How do you balance strategic (annual) messaging/campaign theme with the need to be responsive to the market?