How do you pitch and approve messaging with internal senior stakeholders? What are the best tactics you've previously used?

Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.

Answer

2 Answers

Messaging Strategy

Kevin MacGillivray

Pressable Chief Marketing Officer • 1y

One way I have found success here is to focus on (2) key review/approval moments: Early Stage Review Approval on goals/objectives Approval on target audiences + KPI's Proposed messaging framework is complete and ready for review - including potentially a creative wrapper/headline if this is for a campaign A rough GTM plan is in place outlining the tactics, surfaces, and assets where the messaging will come to life Visual Review Sometimes earlier strategy reviews can be very abstract - the plan c ...Read More

1,676 Views
Leanna Jackson

Adobe Sr. Product Marketing Manager | Formerly Chatbooks, soona • 3y

When pitching new messaging with senior stakeholders I start with a "soft launch". Usually, I keep it light and focus on asking for feedback rather than saying it's final. This happens in one-off Slack messages or in 1:1 conversations. Then I put together a formal document (typically a slide deck) that includes the data and research behind the messaging, relevant information about how I reached the final message, and the final messaging strategy. At this point, I'm still open to feedback but try ...Read More

880 Views