All related (51)
VP, Product Marketing at UiPath
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.
Related Ask Me Anything Sessions
HubSpot VP of Product and Solutions Marketing, Vidya Drego
on Messaging
Start in 5d 11h 7m 17s
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your
messaging architecture or recommendation. Market and customer insights are one
of the best ways to make a case for your recommendation, in fact.
So you don't get stuck in an analysis paralysis state, I'd do a quick audit to
understand the current state of data and insights as it pertains to your
product/market/etc. Find out:
* What research is complete and available? This could be something like a
survey to your database that was run in the past, research you paid for, data
and analysis from things like a T...more
SVP, Marketing at Buckzy Payments
There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.
Director of Brand and Product Marketing, Twilio.org at Twilio
These are all interrelated.
Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.
Hope that helps!
Vice President Marketing at Ouster.io
Painted door tests are your friend here (google it). You could create two or
three landing pages with different message variants, each of which leads to a
"request access" form. Depending on what your campaign is for, your message
testing could be as simple as running it by product managers or account
managers. Or you could grab a few web visitors through a Qualaroo survey and
interview them. You could grab people and buy them a coffee at a conference.
Basically, there's no big trick to this - you just have to do it. If you're
getting feedback on your messaging from your target audience or ...more
Vice President, Product Marketing at Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to
go. It really comes down to your target buyer(s) and the set of messages that
resonate with them, which may need to be simple for a line of business buyer
like Marketing or HR or more complex/technical for an IT/Developer buyer. But it
always comes back to understanding your target audience and their pain points,
and ensuring you're tailoring your messaging for them.
Also, depending on the channel/medium where your messaging is shared, it may
necessitate varying altitudes. For example, Social Media is a clear c...more
Head of Product Marketing Craft at Atlassian
I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.
I believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.