Quick search for:
how do you ensure all your messaging stays anchored in / consistent with your company's brand messaging through evolution
1 Answer
Box Head of Product Marketing, Platform and Integrations | Formerly DocuSign • December 7
I like to anchor messaging to a foundational message house/messaging framework document that all other deliverables stem from.
- List out details about your core persona:what their challenges/pain points are.
- List out your market context.
- Think about your product differentiation
- What are your supporting product proof points.
- Distill those down into a 50/100 word messaging statement.
- Be presecriptive about alignment and buy-on on that message house, make sure your brand team is on board, your product team and your sales team.
Then use that as the basis point for all of the areas in which your story is told--website, blog, campaign creative, sales decks, one pagers, etc--should all be a derivative off of that document.
1181 Views
Upcoming Event
Influencing Cross-functional Stakeholders
Atlassian, Datadog, Salesforce
Related Questions
How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?How do you think about your 30/60/90 day goals as the Head of Product Marketing in a startup that didn't have product marketing?What specific areas of roadmap influence do you think product marketing can help the most with?As a product marketer, how do you ensure that your customer research & insights are relevant and actually actionable/useful for product teams as they develop the product roadmap?How do you deliver sales feedback to the product team to inform the current roadmap and make changes?How do you drive alignment across the exec team on messaging