All related (54)

Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM • December 10
This is a great question. As product marketers, I think we often confuse this
terminology, and due to the common use of these terms it amplifies the
perception they are different. From my point of view, there are differences
between positioning and messaging which I’ll cover here, but everything else you
mentioned — story, pitch, etc — is either an output of positioning and
messaging, or is one and the same.
First, positioning is an internal resource that covers how your product is
uniquely different from other solutions on the market and addresses key buyer
pain points. At HubSpot, we...
Director of Brand and Product Marketing, Twilio.org, Twilio • July 16
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!
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Chief Marketing Officer, Hopin • January 28
Interesting! I'll take a stab at it.
My sense is that all of these fall under the parent bucket of messaging and
positioning.
Value Proposition is a subset of messaging that refers to the benefit of the
feature or product or platform to the end user or economic buyer. What business
impact can they expect by adopting the feature or product?
Pitch (often referred to as an elevator pitch) is a :30 second or so description
of the product that roughly tells the entire story. A pitch should captivate the
audience enough that they want to learn more.
Story is perhaps a superset of all of this,...
Head of Product Marketing, ITSM, Atlassian • July 16
Thanks, Diana.
I see Messaging as a broader element and which can be broken down into:
- Corporate / Brand messaging
- Segment messaging
- Solution or Product Messaging
As for Pitch and Story, I agree that your pitch may include your story however I
typically see the "pitch" as your typical sales pitch. I once heard of a good
framework: 30-3-30. The 30-seconds pitch (or elevator pitch), the 3 minutes
pitch (typically quick overview after someone says 'tell me more'), and your
30-minutes presentation. This last one is where you weave in the 'why change',
'why now', and 'why you' st...
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Product Marketing Director, AR/VR, Meta | Formerly Mozilla, LeapFrog • January 21
I like this kind of question becuase so much time is spent at work getting
humans to agree that we're talking about the same thing. My particular answers
are less important than creating a shared lexicon with the teams you need to
mind-meld with. That said, I do like precision and so here's how I parse some of
these terms:
Value Proposition: This is the reason that your target audiences should choose
you instead of your competition. It's the thing that you do uniquely well and
it's the reason someone who lands on your site decides to learn more. Sometimes
your value prop emerges so clear...
Insights are extremely important and should always be an input into your
messaging architecture or recommendation. Market and customer insights are one
of the best ways to make a case for your recommendation, in fact.
So you don't get stuck in an analysis paralysis state, I'd do a quick audit to
understand the current state of data and insights as it pertains to your
product/market/etc. Find out:
* What research is complete and available? This could be something like a
survey to your database that was run in the past, research you paid for, data
and analysis from things like a T...
Head Of Product Marketing, 3Gtms • February 16
Very straightforward question, with anything but a straightforward answer. They
are each distinct... with roughly an 80% overlap with one another. The biggest
differences are whether they are buyer-specific or general and whether one must
precede the other. You need a value proposition to create a pitch, and these are
typically developed for a particular persona. Similarly, you need messaging to
have a coherent story, both of which can be for a broader audience.
The main takeaway is that they are all different, but don't be
surprised/discouraged/frustrated when they end up looking very ...
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.
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