All related (57)
Lindsey Weinig
Director of Product Marketing, TwilioAugust 16

I don't know about you, but I'm drained from an all-digital environment and love when people add some creativity to their internal enablement. Come up with a tagline, a theme, or some other creative thread you can tie all of the internal activities around. Since it's for internal audiences you can usually have a bit more of a leash without having to stay as aligned with voice and tone for the company brand. For example, years ago SendGrid launched support for handlebars syntax in our email template editor and the PMM team wore fake mustaches when enabling internal teams of the new feature and adjusted messaging.

Then activate the new messaging with training as you would for a product launch, with live presentations, added as agenda items for key team meetings, internal communications via email and slack, as well as shared resources to support the new messaging including examples of it being used in the wild. 

Aliza Edelstein
Sr. Director of Product Marketing, BrexDecember 2
  • Ensure you have leadership buy-in
  • Roadshow it across teams in the company, starting with those that will be using it on a regular basis
  • Get your leadership team to amplify it—everywhere (town halls, all hands, internal emails, etc.)
  • Ask customer-facing teams to include it in various public places, like their LinkedIn profile description
Alissa Lydon
Director of Product Marketing, MezmoOctober 7

Messaging is notoriously difficult to train teams on because it is all-encompassing and ever-changing.

To help make messaging more accessible, I find maintaining a few different assets helpful. Firstly, you will want a primary messaging doc that is multiple pages long and includes every detail related to: 

  • The defined problem in the market
  • How your product solves it
  • Personas
  • Use cases
  • Business impacts
  • Feature maps 
  • Etc. 

But while that is useful for someone in marketing who needs that level of detail, no salesperson will ever take the time to read it. For them, I distill the primary messaging doc into shorter, more snackable messaging guides. They are often in table or grid form for easy scanning so folks can get exactly what they are looking for and move on.

To help with the always-shifting nature of messaging, I try to incorporate new/updated messaging into almost every training that I do. For example, when we are getting ready to launch a new feature, I always have a callout during training on how this impacts our messaging framework. Or using roadmap updates as a natural place to reaffirm existing or introduce new messaging. This way, it feels more tangible rather than just the things we say on our website.