How do you as a product marketer create brand messaging that appeals to three highly distinct segments?
My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?
LangChain VP of Marketing • 6y
Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensur...
3949 Views
Cube Chief Marketing Officer • 5y
When constructing your brand and messaging hierarchy it's valuable to have a 50 thousand foot view of the position for what your company represents, that helps anchor all...
2727 Views
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Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
I assume by segments you mean industry/vertical and/or company size (SMB vs large enterprise, for example) - in that case I’d consider running methodical research work (s...
1214 Views
Circana Chief Strategy Officer | Formerly Microsoft, SAP, McKinsey • 4y
Great question! We faced a similar challenge a few years ago for one of our suite of solutions. It may boil down to how critical each of those three segments are to your ...
617 Views
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
It is recommended to start with one segment to test/iterate, to completely understand the buyer needs/value proposition and then build messaging for the other two segment...
889 Views
KPI Sense Chief Executive Officer • 6y
Work backwards. Develop very targeted (10,000 foot) messaging for each of the three. Then analyze those stories and find the idea(s) you can use to tie them together, or ...
620 Views
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