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How do you format and share your messaging with stakeholders?

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3 Answers
Stakeholder Management
  1. Sherry Wu
    Sherry Wu

    Gong Senior Director, Product Marketing | Formerly MaintainX, Samsara, Comfy, Cisco • 2y

    When creating ANY content, think about the needs of your stakeholders. The form and format of messaging needs to suit the audience. The audience for a messaging doc is usually internal - you're serving your marketing partners in Comms, Content, Demand Gen, AR, etc. A good messaging doc should answer these questions: What is the product/feature? How would you describe it in 1 line? Audience: Who is this product/feature for? What's your audience (persona, geo, company size)? Market need: what's ha ...Read More

    2,474 Views
  2. Mary Sheehan
    Mary Sheehan

    Adobe Head of Lightroom Product Marketing | Formerly Google, AdRoll • 2y

    Stakeholder buy-in is crucial for successful messaging - I dedicate a whole chapter to this in my book, The Pocket Guide to Product Launches. Here's my approach: 1. Share the Plan: Start by outlining the core messaging elements. This could include any market or customer insights,target audience, and unique selling points. Use a clear, concise document outlining these core elements, avoiding jargon and focusing on the "what" and "why" behind your message. I love a good messaging house to visualiz ...Read More

    3,548 Views
  3. Linda Su
    Linda Su

    ServiceNow Senior Product Marketing Manager | Formerly Deloitte, Salesforce • 2y

    A clear and simple way to format your messaging is with a message hierarchy or message house. As part of the message house, strong messaging addresses the following points in a clear and compelling way: Persona: Who is the target audience? Job to be done: What is their "job to be done"? Pain points: What's their challenge to accomplishing that? Differentiated solution: How can you help them solve that problem in a unique and better way than anyone else? Features: What technical features prove th ...Read More

    344 Views

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