Sharebird
Sign Up / Sign In

Do you have a go-to framework for building messaging for new products?

Answer
3 Answers
Messaging Strategy Messaging
  1. Emi Hofmeister
    Emi Hofmeister

    Zuora VP Product Marketing • 3mo

    For new products, anchor messaging on a 'key insight' derived from three inputs: the audience, the market context, and your unique differentiation — then use that insight as the foundation for all messaging outputs. For net new products coming to market, my approach centers on identifying a key insight that is informed by three inputs: 1. **The Audience** — What are they thinking? What's happening in their world? What are their pains and the goals they need to meet within their business? 2. **Th ...Read More

    365 Views
  2. Jon Rooney
    Jon Rooney

    Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3mo

    Before writing any messaging, deeply understand the problems you're solving for specific people, then use a structured PM-PMM intake process to normalize inputs before crafting and iterating on messaging with blunt feedback from real stakeholders. My approach starts with building empathy for the user before writing a single word of messaging. That means understanding: - What problems are you solving, and for which people? - How do those people solve these problems today (the competitive angle)? ...Read More

    412 Views
  3. Claire Drumond
    Claire Drumond

    Atlassian VP of Product Marketing • 3mo

    Use a message house framework, but shift toward mocking up messaging in real-world formats (webpages, press releases) rather than treating it as a purely abstract document — and prioritize speed and depth of customer understanding. My approach is very similar to Jon's in that you must deeply understand the customer pain point and the product before messaging. Without that depth, you risk creating something generic — messaging that pretty much anybody could say. That's the biggest pitfall I see P ...Read More

    393 Views

Upcoming Event

Improving Product Marketing Skills

Improving Product Marketing Skills

UiPath

Start in …

Register

Related Ask Me Anything Sessions

Jen Vaccaro McParland

Okta Senior Manager, Product Marketing & Analyst Relations, Jen Vaccaro McParland on Messaging

April 30 @ 10:00AM PT

View Answers
Holly Clare

Iterable Director, Platform Product Marketing, Holly Clare on Messaging

February 18 @ 10:00AM PT

View Answers
Rinita Datta

Splunk Director, Product Marketing, Rinita Datta on Messaging

February 17 @ 10:00AM PT

View Answers
See All Upcoming AMA's

Top Product Marketing Mentors