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8 Answers
Danny Sack
Danny Sack
SAP Director of Product MarketingJune 15
If the marketing machine has been created correctly, this should be fairly measureable. In a prior role we had an excellent demand generation team who tracked how different messaging worked over time. We could run little A/B tests on our dotcom and outreach to see if any messages were particularl......Read More
355 Views
James Huddleston
James Huddleston
Skedulo Head of MarketingDecember 16
I ask them a lot of hard questions to understand how they came up with the messaging they did. I want to hear from them what customers they talked to or surveyed, who else they worked with internally to refine the messaging, and I try to poke holes in the benefits they cite to pressure test it. I......Read More
363 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadJanuary 25
The biggest thing I consider is that the messaging created is about the customer and what they are thinking/feeling/experiencing. Rather than what we are building and what we are selling. I've kept a messaging template from a previous org where we focused on market context, customer pain points,......Read More
661 Views
Apurva Davé
Apurva Davé
Google Head of Marketing, CybersecurityMay 25
I'll focus on the creating great messaging, because frankly that's the most challenging part of the job. Especially given the noise out there with so many products, and so many companies being funded, it's really hard to stand out. I think there are lots of ways to create great messaging, but it ......Read More
2185 Views
Catlyn Origitano
Catlyn Origitano
Fivetran Senior Director of Product MarketingApril 13
I am a project manager at heart. So I push the team to be the same. We have our roadmaps which we present and then turn into tickets for overall tracking. We also have a monthly reivew on areas of the business - so this let's us check in on how things are going and what is getting done.  For m......Read More
280 Views
Jack Wei
Jack Wei
Sendbird Head of Product MarketingJanuary 10
When the customer nods in agreement with messaging, it's good. When they pull out a credit card or sign the contract, it's great.  Ultimately, a product marketer IC, leader, CMO, or CEO can opine on messaging all they want. None of it matters until it's put in front of a blunt customer or batt......Read More
281 Views
Kevin Garcia
Kevin Garcia
Retool Head of Product MarketingApril 16
1. Make talking to customers integral to their role. By keeping your team as connected as possible to the customer, they will develop 1) sharper intuition and 2) a network of customers they can tap into for feedback on future projects.  2. Give them space to develop messaging that matters. Clea......Read More
1432 Views
Jeffrey Vocell
Jeffrey Vocell
VP of Product MarketingDecember 10
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More
926 Views
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Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 29
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More
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Sarah Lambert
Sarah Lambert
Symphony Talent Head of Product MarketingOctober 20
Each channel has its own parameters for success be they length of message, medium or tone. I tailor my cross-channel message based on the channel audience and length but always connect back to the overarching messaging framework. The need for consistency in messaging - and reiterating the message......Read More
831 Views
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Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 16
You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that heinous jargon.) In the best-case scenario, you can identify an overarching value proposition for using the platform that r......Read More
2693 Views
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Derek Frome
Derek Frome
Ouster.io Vice President MarketingSeptember 5
I'll take a more extreme position on this question. You're setting yourself up for failure by asking us how to "defend" your messaging. Instead, I'd ask you to listen to those people who you are used to "defending" your messaging from. It's not your messaging - give up that pride of ownership in ......Read More
1139 Views