How do you balance website messaging with segment specific messaging when serving multiple segments?
1 Answer
There’s no one way of doing this, but in my opinion, your main website messaging should focus on your core value proposition that speaks to your general audience but with paths to specific segment messaging. For instance, most companies create a “solutions” section that contains dedicated landing pages for different audiences, and that usually works well!
I’ve also seen instances where you can split your homepage between two core audiences with a toggle button (for instance developers vs. business users).
729 Views
Top Product Marketing Mentors
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Stephanie Kelman
Shopify Senior Product Marketing Lead
Sarah Din
Quickbase VP of Product Marketing
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Klaviyo Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Amanda Groves
Crossbeam Senior Director Product Marketing
Alissa Lydon
Dovetail Head of Product Marketing
Related Questions
How do you think about pricing and packaging as it relates to competitive positioning?How do you get competitive pricing and packaging information from B2B complex sales companies i.e not saas, and with components on hardware, software, business servicesWhat messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?How do you stay on top of competitors when it's a crowded market and things are changing every day?How do you figure out how to segment your market?Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?