Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?
HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 3y
I have used several different messaging frameworks, but one that we are leveraging quite a lot these days is the Jobs to be done framework, accompanied by durable, evergr...
51300 Views
OpenAI Product Marketing | Formerly Twilio • 4y
I've written about this in detail on my blog, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc ...
11414 Views
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ServiceNow Global Partner Marketing Director • 3y
The frameworks that I use for positioning and messaging have changed over time, as I've advanced in my marketing career in enterprise tech. Earlier in my career (when I w...
14123 Views
Project Product Fractional Product Marketer & Event Strategist | Formerly Securitas (STANLEY Security), Conga (Apttus), SAP, Aprimo (Teradata), Salesforce (ExactTarget) • 3y
Great question! I am a HUGE fan of templates and frameworks. I create templates and then modify them for each company so it better suits the needs of the business. I've w...
557 Views
WSO2 Director of Product Marketing • 2y
The goal of a positioning document is to align your company on how to talk about your product. In its simplest form, a positioning framework should include three things:A...
466 Views
Guild Education Director of Product Marketing • 1y
Yes! Before you can think about messaging though, two things have to be true. You need to know: Who you’re talking to - your target audienceHow they think about you - yo...
223 Views
Messages That Matter Co-Founder • 3y
I use and teach a positioning framework that was developed by my partner while he was at Microsoft. We have evolved and enhanced it over time, and I have taught the frame...
486 Views
There are plenty of free training resources available, such as Wynter's B2B Messaging Course.April Dunford's book Obviously Awesome is an affordable way to get the founda...
482 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 1mo
I use Jobs to Be Done (JTBD) as the backbone of messaging, but I don’t treat any framework as dogma. The goal isn’t to complete a template – it’s to create alignment acro...
168 Views
Related Questions
What is the best framework to build a positioning and messaging map?What are the specific tools and frameworks you use to create positioning and messaging?What frameworks do you rely on when creating messaging and positioning? How might these frameworks differ if creating messaging and positioning from scratch vs. updating existing messaging and positioning? What key elements do you include in a messaging framework? How have you measured how well your messaging is working? Any recommendations on processes or tools?What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?