How and where do you store your buyer personas, messaging and positioning? What is the format that you use?

I've recently joined a new company and I'm struggling to find out the best way to share new assets with our teams. I was thinking about putting this into some kind of e-book that would become some kind of "bible" about our products (we have 3). Do you have any other ideas?

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3 Answers

Market Research

Chad Kimner

Visiting Media SVP Growth and Operations | Formerly Mozilla, LeapFrog • 2y

When you join a new organization, always invest in some anthropology work to figure out what works best for the culture and don't assume that whatever has worked for you in the past will translate to new teams. And I might suggest re-framing the question from "storing" to "displaying". How can you merchandise these foundational ideas so that they stay top of mind in every conversation you're having with product, sales or other teams? Consider: Putting them in the header on the agenda for regular ...Read More

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Vishal Naik

Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 2y

A product source or truth deck that points to your personas, messaging and positioning is a sound format for this. We use this as a model for hero products. Another approach that we're using for a new product that hasn't yet launched but we have user research, personas, and positioning around is a product onboarding deck. Same concept as the source of truth or "bible", but being used as the intro deliverable for all of those joining the project as the first touchpoint they should read. An outlin ...Read More

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Iman Bayatra

Coachendo Director of Product Marketing | Formerly Google, Microsoft • 2y

This is a great question. It’s crucial to have a centralized source of truth, such as a messaging wiki or a playbook for each one of your products. For the messaging wiki, implement a dedicated hub (e.g., SharePoint) to house all key documents relevant to persona profiles, messaging frameworks, and positioning statements. Having a centralized knowledge hub makes it easily searchable and editable for relevant team members. In parallel, for each product, you can create a playbook that includes a h ...Read More

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