All related (58)
April Rassa
Former Vice President of Product Marketing, HackerOne | Formerly Adobe, Box, GoogleSeptember 29

In the Hard Thing about Hard Things by Ben Horowitz, he says "comapnies that don't have a clearly articulated story don't have a well-thought-out strategy. The company story is the company strategy." With that said, that is a good starting point to consider. Your story must explain at a fundamental level why you exist. Why does the world need your company? Why do we need to be doing what we're doig and why is it important?

Working with product management to make sure the story we are communicating maps to the strategic roadmap, connecting with sales and making sure we are capturing the customer insights in the narrative and connecting with CS to ensure the customer experience is reflected. 

Harsha Kalapala
Vice President, Product Marketing, AlertMedia | Formerly TrustRadius, Levelset, WalmartMarch 22

You begin with the customer - either buyer, user, or both, depending on the objective of your messaging. We should definitely consult with internal experts in product, sales, customer success, and other customer-facing teams. However, it is important to take their input as one source of information.

Messaging is actually the middle step of product storytelling. The order of formulating a story starts with:

Positioning - How do we want our product to be perceived in the market? What unique value do we deliver relative to alternatives? What is our story?

Messaging - How do we communicate the value? How does our product help the user solve their problem? What buyer objections must our story overcome?

Copy - What words do we use to deliver the message? How do we describe the solution on multiple communication channels?

In summary, always start with the customer in mind, and start with the why. Check out this great piece on how people don’t buy products - they buy a better version of themselves.

Div Manickam
Mentor | Author | Product Marketing Influencer, Inspire. Influence. Impact. | Formerly Lenovo | Dell Boomi | GoodDataDecember 5

Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points based on current learnings from customers. Then we validate our messaging with sales, presales to gain insights into prospect conversations. 


This has become the guide for the content/editorial team and the other teams in marketing to help articulate business value.

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Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Sarah Lambert
SVP, Marketing, Buckzy Payments
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can also help track the effectiveness here. Lastly, for new features or products by current customer...
Diana Smith
Director of Brand and Product Marketing, Twilio.org, 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, Ouster.io
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds to its value but cannot be sold on its own.    Products, features, and solutions tend to get different levels of attention from PMMs. Products will naturally get the most, solutions are really just collections of products and are therefore more an exercise in packaging and pricing. Features get a...
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
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :)   For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For example, our Engage product has a set of core features (available on Engage Lite) that make it possible to send targeted messages to leads and customers. Some of these features are audience targeting, auto messages (email, in-app, and push), and smart campaigns to name a few. There is an optional a...