Do you create persona based messaging and or vertical based messaging for your product? What is the best format for your messaging document? And how do you get buy in and then distribute your messaging document across the organization?

Yes! Persona-based messagingBefore I joined Coda, the team already had a set of personas derived from shared observations about who uses different kinds of technology within a team, and how they use itーand with what expectations of the technology. Since then, my amazing colleague Elaine has expanded our set of personas to guide things like shared product & story ideation in support of our enterprise offering. You can see the fruits of that labor at coda.io/enterprise, which I’m hopeful you’l ...Read More

Done right, product marketing should be the company's messaging API . How effective you are in disseminating it and helping everyone sing from the sames songsheet is a direct reflection of how targeted and focused your messaging documents are. One of my favorite messaging artifacts is Geoffrey Moore's positioning framework. It's so popular in fact that it's even on GitHub because it's essentially source code for positioning.  It reads as follows: For (target customers)Who must (solve a specific ...Read More

I believe 2 parts of this have already been answered, but for the persona-/vertical-based question, yes! If you're taking to a user vs an executive, those messages likely will be very different. And likely same if you're talking to a bank vs a retailer. However, the challenge for product marketing is how to scale to support different messages (and sustain the resulting assets that come from them). Don't try and tackle everything at once. Who are the most critical personas you need to win? Is ver ...Read More

Yes, persona messaging is a must always. I question I answered earlier has the framework I typically use for personas and an overall messaging structure.  Vertical messaging can be required if your company targets specific industries - finance, pharma, etc.  If your working with a horizontal product then my experience is that vertical messaging should be applied in campaigns and content targeting those specific verticals leveraging relevant customer examples in those industries as customer evide ...Read More