All related (52)
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBMDecember 10
Great question. Ultimately I think this depends on your target audience, product, and buying cycle. If you sell enterprise software that has a long sales cycle then you can apply copy tweaks to incentivize behavior but it may not be realistic to convince a prospect to buy now for a large informed purchase that has many decision-makers. That said, a lot of this urgency is at the intersection of design and messaging. The design of specific pages (like a product page) need to be compelling and highlight how you want the visitor to convert using key CTAs. At HubSpot, we’ve put a CTA at the top ...
Elizabeth Brigham
Director, The Jay Hurt Hub for Innovation and Entrepreneurship, Davidson CollegeApril 28
Urgency is relative. You have to deeply understand your target audience(s) and the market conditions under which they're operating. Urgency isn't manufactured, it's reflected in what you understand to be the current condition of your target audience and their environment; it shouldn't be a reflection of your company's urgency for more revenue. Let your audiences see themselves in the stories that you're telling and engender interest based on the fact that they see more of themselves and less of you in what you're putting forth. Nike did this very well during the recent US Women's Soccer tou...
Catlyn Origitano
Senior Director Product Marketing, FivetranApril 12
If it is a new product or feature, we use promotions to get customers to adopt asap. The other tactic we look to weave throughout our messaging is the promise of what their workloads could look like if they adopted this new system, tool, feature, etc. If we make it about them, about what they could have or achieve - as opposed to just what their larger business can have - we have found it resonates better and creates a greater sense of urgency. 
Scott Schwarzhoff
Operating Partner, Unusual VenturesDecember 3
Hi all - Ever feel like your customer messaging lacks a sense of urgency? Then this post is for you! Sharing the first of three posts covering a new enterprise storytelling framework for product marketers looking for a simple but effective way to create their company's narrative. This framework is built from personal experience leading product marketing at Okta, Citrix, Microsoft, and most recently, messaging for several dozen companies within the Unusual Ventures portfoli...
Kristen Ribero
Senior Director of Corporate Marketing, 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...
Sarah Lambert
SVP, Marketing, 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.
Diana Smith
Director of Brand and Product Marketing,, 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!
Derek Frome
Vice President Marketing,
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 ...
Priya Gill
Vice President, Product Marketing, 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...
Matt Hodges
Head of Product Marketing Craft, 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.