For a team member newer to the discipline, how do you train messaging and positioning?

where do you start? what kind of classes? etc.

Answer

5 Answers

Product Marketing Skills Messaging Frameworks

Nisha Goklaney

HubSpot Senior Director of Product Marketing | Formerly Intuit, American Express, Sage • 3y

There are a host of good training options out there: Sharebird - a great place to start. Here you can get real industry expertise and resources from folks in the field Podcasts - Women in Product Marketing by Mary Sheehan (Sharebird Podcast), Product Marketing Insider are a couple of my favorites. Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It" by April Dunford. Another best practice I like to follow is actually spending time on other brand sites (examp ...Read More

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Diego Lomanto

Writer Chief Marketing Officer • 4y

There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It" by April Dunford.

Other than that it really comes down to experience. Just do it and get better and better at it as time goes on.

6,039 Views
Alissa Lydon

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

Almost everything I learned about messaging I learned by watching other companies who do it really well. These can be similar players in your space (even competitors), or even products/brands you really admire. What are the things that they talk about that help them stand out, and how can you apply it to your own product/industry?

I've also read a few good books on messaging, which I address in another question below!

1,981 Views
Tania Clarke

Qwilr | PMM Toolkit Product Marketing Lead | Formerly Atlassian, SafetyCulture • 3y

For one, I set the expectation that it takes time to get better at messaging & positioning and to truly understand it involves applying it a few times. There are a few resources I recommend early-stage PMMs to read to understand the topic more: - Emma Stratton's Punchy newsletter. She breaks down the difference between messaging & copy really well. This is an element I find early PMMs get confused about. https://punchy.co/newsletter/ Eg. copy is the words you use to bring messaging to l ...Read More

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Talia Moyal

Lovable B2B PMM Lead • 2y

Get them on as many research, prospect and customer calls as possible. I really believe the only way to get good at messaging and positioning, is to understand how you best learn your persona. This means obsessing over them. Some great questions for them to start to answer are: what is this persons biggest pain? how are they currently solving that pain? is that working? if not, what's not working? what motivates them? do they have decision making power? Gong actually has a great blog with discov ...Read More

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