All related (51)
Harsha Kalapala
Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, WalmartMarch 22
Don’t overcomplicate it. Just find the fastest way to talk to customers. You could set up a formal feedback session with surveys, incentives, and all the jazz - which still gives you biased feedback. Or... you can just hop on an already scheduled customer call TODAY and casually ask customers for their quick qualitative feedback. Here is a sample message to your customer success folks: Hey {CSM name] - I am just trying to get a quick and casual reaction from our customers on this new messaging I’m putting together for an upcoming launch. Do you have any calls with customers this week wh...
Molly Friederich
Director of Product Marketing, SnorkelAI | Formerly Twilio, SendGridMarch 17
The depth of insight you can glean with a few good qualitative interviews can't be overstated! Reach out to your network to get connected with relevant personas in the space, ask them for a live chat to review what you've been working on, and offer a simple coffee or gift card in exchange for their time. Ask them to think out loud as they consume your messaging, and pay close attention to their non-verbal language; where are they leaning in, furrowing a brow, re-reading, or exlaiming as they process? All gold to show you what's resonating (and what isn't). 
Testing your message, aka advertising test, is done with quantitative marketing research. Show a copy of the advertisement, be it a storyboard or the real ad, to a representative sample of the public supposed to be exposed to the message, and test 3 elements: Comprehension, Reaction, and Memorization. Comprehension of the message meaning as you are supposed to transfer it. Reaction to the message coherent with the goal of the campaign (Trial? Repurchase? What else?) Memorization of the message, long enough to remember to buy the product the next time. This is how to test a message. Compr...
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.