How do you balance the need to share feature messaging and customer benefit message?
3 Answers
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo | Formerly Momentive, Gainsight, Marketo • 3y
First thing I do is determine how much a buyer cares about individual features. There is a saying that we go to Home Depot to buy a hole (benefit), not a shovel (feature)...
1598 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 3y
We've all seen this and cringed, right?Over-reliance on benefits: "Our scheduling automation platform help you shorten your sales cycle! Want a demo for something that yo...
432 Views
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Demandbase Director of Product Marketing • 3y
I always try to lead with customer benefit messaging and use feature messaging as support points. I've seen negative feedback from prospects who feel that companies alway...
459 Views
Related Questions
What frameworks do you have to help my team move away from writing about features and instead write about customer value? How would you tackle the issue when there are conflicting opinions on which key features to highlight in messaging? How do you ensure messaging is used by other marketing & sales teams effectively?How do we balance technical depth in our messaging to appeal to both practitioners and decision-makers?How do you think about features, advantages and benefits in the context of messaging?How do you develop competitive messaging when your product doesn't bring competitive features to market?