All related (52)
Priya Gill
Vice President, Product Marketing, MomentiveDecember 8

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 channel where you need to keep your messaging short and sweet whereas a blog is a channel where you can go more in depth.

Alexandra Gutow
Director, Product Marketing, SnowflakeNovember 4

I love this question! This is one of my favorite parts of product marketing - getting to translate deeply technical concepts into what actually matters. As much as possible, I encourage you to dig into the technology. Spend time with your product and engineering teams to really understand what is being built and why. And don't be afraid to ask lots of questions! That's how we learn. And continuously asking why something matters or how it's different is a great push on those teams to get crisp on their responses to customers too. 

Take the time to stay up on the latest in the industry too. Check out presentations from competitors and listen to podcasts/webinars/etc. It's a great input to get ideas on what works and doesn't. And a great way to uncover more questions or new information on technologies.

And always review your messaging to see if it's too jargon heavy or if you're simple describing a feature. What the feature is matters much less than the impact it has on customers. Start with why it matters before trying to talk about your own product.

Chris Glanzman
Director of Product Marketing & Demand Generation, ESO | Formerly FortiveNovember 9

After working through Positioning, I will build Messaging from the bottom-up. The bottom-up approach automatically encourages you to elevate your messaging from technical details and features. More specifically, I build in this order: Features -> Benefits -> Value -> Message.

Some definitions that might be helpful:

  • Features: This is what your product or service does. Even though I talk about these as features, be sure to expand your thinking to include all capabilities related to the offering. For example, if you offer white-glove support when competitors don't, that better be on your list of features.
  • Benefits: These are the typical benefits you'll see in B2B marketing. Save time. Save money. Increase Visibility. All those ROI calculator line items.
  • Value: This takes the benefits a step further and articulates what your target buyers/users will get from the benefits. This should be framed in terms of what your audience cares about. Can they actually enjoy a vacation because they can truly unplug? Will this improve the likelihood of them receiving a promotion? Getting to this step requires truly knowing your audience.
  • Message: This borders on being a tagline. It's a brief statement that articulates the value(s) and creates a feeling or aspiration to realize them. 

This approach has served me well to create a natural balance between technical details (Features) and emotion (Messages).

Kristen Ribero
Senior Director of Corporate Marketing, Handshake
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like feature names, onboarding wizard copy, CTAs make sense to cut across the three teams I mentioned, with product and design having a heavy say in those decisions. 2. Is the in-app copy meant to drive conversion activity / sales conversations? To me, this fits more with product marketing. Ulti...
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.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
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
In the B2B space, getting Sales to fully adopt new messaging is almost always a challenge, especially for a product or service that has existed for quite some time. In many cases, you’ll find that even after extensive training, they may end up reverting back to their standard discovery and pitch. Old habits are hard to change but there a couple of tactics that typically work out well: * Ensure you have alignment and buy-in with Sales leadership. Sales reps trust their managers and leaders more than you, so having strong alignment with leadership and a few influential sales reps can...
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.