How does product and launch positioning and messaging differ?
This for companies with multiple feature-rich products that are being managed by a very small (i.e. 1-3) PMMs.
Monte Carlo Vice President Product Marketing • 5y
It's a good idea to start with overall product positioning and messaging ("P&M") as a foundation for general or evergreen marketing channels and campaigns. Channel ow...
2769 Views
Cyera VP of Corporate & Community Marketing • 5y
Love this question. You want to make sure that you are always telling a story. Storybrand is a great template that I often use. It has 7 elements A hero Has a challenge ...
949 Views
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Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
I think there's a few different aspects of this: 1. Alignment -- There needs to be alignment between your feature and overall product positioning and messaging. If you a...
585 Views
Ironclad VP of Product Marketing • 4y
You'll need to have both 1) Your core positioning and messaging doc at the overall company and product level and then 2) Your GTM plan for the new feature which includes ...
552 Views
That is a great question! I like to have both. The core messaging should be for your overall company and product - this is the foundational messaging for how to talk abou...
555 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Yes, these are definitely different, but related. Product positioning: Durable, consistent framework for positioning a product or solution over the long run. Needs to ac...
567 Views
Related Questions
Does your method for developing product messaging differ from creating campaign narratives or website messaging?How do you differentiate positioning from messaging? Which is important? How do you test each?Do you approach crafting overall product messaging differently than feature launch messaging?How do you decide between the core vs. the non core offerings when doing messaging?In your opinion, how much time and effort does messaging & positioning for a product take?Can you explain the difference yet relatedness between messaging and positioning to me like I’m a 5yr old?