How do you approach messaging and positioning when your category (and related product) is in a mature market segment (enterprise software)?
1 Answer
Molly Friederich
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • March 18
Authenticity is key. Start by gathering verbatims from your existing users that capture why they chose your product, and double down on the impact that it has made for them. Critically, positioning is about customer value, so resist the trap of feature comparisons, especially in mature markets where features can translate to bloat.
1119 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
April Rassa
Clari VP, Solutions Marketing
Susan "Spark" Park
Monzo Director of Product Marketing
Marcus Andrews
Pendo Sr. Director of Product Marketing
Leah Brite
Gusto Head of Product Marketing, Employers
JD Prater
AssemblyAI Head Of Product Marketing
Jeff Hardison
Calendly VP of Product Marketing
Julien Sauvage
Clari VP, Brand, Content and Product Marketing
Related Questions
What is your overall process when developing a messaging platform from scratch?What are some of the best messaging 'success stories' of your career?What do GTM strategies look like when you work on a whole category creation?What are some practical frameworks that you use to consistently tell better stories?What are the biggest mistakes you made when creating a categoryWhat messaging process are you following and how is it values based?