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.
590 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
Susan "Spark" Park
Monzo Director of Product Marketing
Katharine Gregorio
Adobe Sr Director of Product Marketing, Creative Cloud
Jackie Palmer
ActiveCampaign VP Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
Natala Menezes
Dialpad Vice President Product Marketing
April Rassa
Clari VP, Solutions Marketing
Marcus Andrews
Pendo Sr. Director of Product Marketing
Related Questions
What frameworks do you have to help my team move away from writing about features and instead write about customer value? What is the most efficient way to validate messaging with customers?How are product and brand marketing similar? Different? Or are they really the same thing?!What are the steps to tell a compelling platform story while focusing on individual products?What indicators should we look out for to know to hit pause to test messaging? (many launches go to quickly to test messaging before it hits market)What is the difference between messaging and positioning?