For technical marketing: how do you separate what is a feature vs what is a benefit? Many features in tech are benefits (like serverless, fully managed)?
1 Answer
Workyard Director of Product Marketing • April 12
To help with this, you must think like you're new to tech or the industry. Even if you don't use it in external-facing messaging, you need to gather as much info as possible to help craft it and enable your internal teams.
While "serverless" or "fully managed" may mean something to your champion, it may mean nothing to their executive or budget holder. Further, there may be competitive advantages to your fully managed offering of features that set you apart.
One of the best tips for this is constantly asking, "So what?" Even if you think you know the answer, you need to ask this a few times. This will help you dig deeper than the feature to understand what the actual value the champion will get out of using your product or feature.
586 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Susan "Spark" Park
Monzo Director of Product Marketing
Jackie Palmer
ActiveCampaign VP Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
April Rassa
Clari VP, Solutions Marketing
Natala Menezes
Dialpad Vice President Product Marketing
Marcus Andrews
Pendo Sr. Director of Product Marketing
Related Questions
How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?How has AI impacted developer marketing messaging? What new messaging techniques can PMMs adopt to be more effective because of AI?How much bearing does your competition have on your messaging?What if any changes do you see product marketing facing over the next 2 years. A lot of industries and disciplines have seen disruption with the pandemic, what disruptions do you see facing product marketing?How do you simplify technical jargon so that your audience understands it but not so much so as to lose its essence? How to you help stakeholders parse the difference between what’s a feature and what’s a benefit?