How do you refine your messaging and get the latest one adopted even after launch?

This will require a huge amount of cross-functional buy-in and support. Change management is hard, but it can be done. For me, it’s important to start with the why and overcommunicating to help teams understand the reasoning and how it’ll benefit them. Here’s how I’d approach the process: Gather feedback from customers and internal teams: collect feedback from customers through surveys, interviews, and support interactions to understand how they perceive and use the product. At the same time, en ...Read More

Successfully adjusting messaging is the hardest component of a Product Marketer's job. Doing so requires a huge amount of partnership and trust from customer-facing team members. While there are several hurdles to get over in this process, here are a few components that will be universal: Lead with candor and empathy. Especially when rolling out the new messaging to customer-facing teams like sales and customer success, keep in mind that they likely just got comfortable with the messaging used d ...Read More

Honestly, the sales team is going to do/say whatever they want. It's nearly impossible to enforce that a sales team says the exact messaging you want them to, or that they use the exact slides and resources you want them to.  When we do further message testing and make refinements, I try and make sure the truly imperative messaging elements are communicated, and WHY they are being changed. If something, in particular, wasn't resonating with customers, we make sure to communicate the reasoning be ...Read More

It starts with a super close collaboration between PMM and PM. Then I'm a big fan of using existing frameworks and templates like messaging & positioning documents, etc. There's a ton of them on various channels like the Product Marketing Alliance and others. Don’t reinvent the wheel. Pick a framework then focus on being creative and finding your voice. A messaging document really becomes your go-to for any positioning questions. Also helps having approved soundbites to then be quickly copie ...Read More