How do you ensure messaging is used by other marketing & sales teams effectively?

Empowering other teams to be self-sufficient with product positioning & messaging is challenging, especially for complex products with multiple value drivers. How do you ensure everyone understands and deploys messaging effectively without taxing PMMs?

Answer

5 Answers

Messaging Strategy

David Esber

Twilio Senior Director, Product Marketing • 3y

A former marketing leader I worked with always emphasized the need to "market your marketing". It takes time, is often the last thing I want to do after spending months working on a deliverable (or entire Bill of Materials), but it's arguably the most important thing we do. Since our messaging is often most consumable in the form of customer-facing slides, we often start with a canonical pitch deck (that is maintained in our enablement hub), demo, and website. From there, it's a hub-and-spoke ...Read More

2,306 Views
Elise Beck

Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y

At HubSpot, I started creating what I called "Product Marketing Guides". This was a ~15 page document that was polished and nicely designed so as to feel like a reliable source of truth. The Product Marketing Guide included a detailed overview of the product positioning, pricing, benefits, features, and competitive comparisons. It also included a complete glossary of terms (think feature names and descriptions). This ended up being a really valuable resource because it could easily be shared wit ...Read More

355 Views
Pamela King

YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 4y

If a tree falls in the forest and no one is around to hear it, does it make a sound? The same can be said for messaging being shared within Marketing and Sales organizations. If nothing is shared, how can one expect messaging to be used by the right teams? I like to share Messaging in three stages: 1) Share out Work in Progress Messaging with key stakeholders so they feel like they can share their POV and optimize the Messaging before it's finalized , 2) Share out Finalized messaging via email l ...Read More

318 Views
Randi Lee

Lucas Advisory Strategy & Go-To-Market Advisor | Formerly Fundbox • 4y
Overcommunicate, overcommunicate, overcommunicate! We share messaging across multiple channels internally and often to remind people where to find the latest messaging. Most importantly, we use every opportunity we can to collect feedback so we can iterate and improve the messaging over time. Distribution channels include:
- Slack channels
- Confluence Wikis
- Microsite (we even have T-shirts and Zoom backgrounds to remind people of the location)
- Regular stakeholder meetings
279 Views
Lawson Abinanti

Messages That Matter Co-Founder • 1y

An inclusive approach to your positioning process is the best way to get buy-in and develop consensus for your positioning and messaging. It should include informal and formal input and feedback loops with key stakeholders in sales, marketing, analyst relations, public relations, consulting, product management, support and management. Start by making everyone aware of the process and let it be known that you are seeking input and feedback from start to finish. Involving sales early and oft ...Read More

223 Views