How do you adjust messaging when scaling upmarket without alienating an existing SMB customer base?
4 Answers
Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y
We are actively thinking through this at Loom and it's not easy! It;s is about creating channels/spaces for the different audiences and making it easy for each audience t...
773 Views
Landed Head of Marketing • 7y
Great question and not an easy one. There’s a difference between saying, “let’s shift messaging to go upmarket but retain and continue to build for our core SMB base” ver...
1259 Views
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OpenTable Director of Product Marketing • 4y
This is where segmented messaging becomes important. You can't just assume you can apply the same messaging to different audiences. For example, in your messaging briefs,...
399 Views
Resultados Digitais Director of Product + Customer Marketing • 7y
While I’m not an expert on this topic, our team is in the midst of doing just that. One of the biggest levers we have is our portfolio of plans and some of our hypotheses...
380 Views
Related Questions
How often should a fairly mature product re-assess its messaging?Too often B2B messaging is done in a vacuum or after listing to a few sales calls. B2C marketers spend far more on early-stage customer research and end up with more effective messaging overall. What would help B2B product marketers secure budgets for true customer research to inform their messaging too?What’s your advice when having to adapt your messaging to a new market for your product (say adapt your messaging from USA to the UK)? How do you approach messaging for things that might not excite the customer? What are some common Messaging mistakes you see Product Marketers make?What are the top 3-5 things marketers can do to create great messaging?