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
Jeff Rezabek
IRONSCALES 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.
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