How often do you refresh your messaging?

This will depend on the maturity of the product. If your product and target audience don’t change very much, you can look at doing annual refreshes. However, if you are working on a growing product with evolving audiences or you’ve recently pivoted, you may need to tweak your messaging more frequently - even on a quarterly basis. You should set expectations with your stakeholders on your message refresh frequency as part of your annual product marketing plans.  And of course, major changes in pr ...Read More

We are in a constant state of updating various messaging All The Time. In fact, we never feel like we are done.  Our CEO, Tien Tzuo, tells us that the magic to good messaging is in the iteration of it. We are constantly battle testing and iterating on all our messaging. Zuora spent 3 years iterating on "The Subscription Economy" before it stuck and became synonymous with our brand now. Now that this message has been battle tested, we haven't changed it.  But for other messaging, the second we re ...Read More

This is a GREAT question. Messaging is one of those things that everyone wants to influence too so that can be a challenge. We try not to update our messaging too often, or it can impact the Sales team's ability to accurately tell the story to customers. We tend to develop a foundational message for the platform about once a year, and throughout the year make enhancements based on feedback from key stakeholders like: Customers, Sales leads, PM, and analysts. I can't stress enough the importance ...Read More

You can't change messaging every quarter...it won't stick and you'll lose credibility internally/externally.  Generally, you'll want any strategic messaging you put out to last 18 months. I think updating once per year or in certain cases every 2 quarters can also work depending on the circumstances. There is a lot of heavy-lifting required to do it right both to come up with the messaging but also to roll it out effectively so limiting frequency is important or it will be a huge time/resource d ...Read More

Keeping your messaging up to date is so critical both to ensure you stay relevant in the market and so your internal stakeholders like sales, success, and marketing are using the latest and greatest. Often times, there will be natural points for you to review messaging for example, if you're preparing any enablement/training, there's a big event or campaign launching, or you're doing message testing. If these don't naturally come up, a good benchmark to set is to review your messaging quarterly ...Read More

There are two big "reasons" to refresh messaging: your product changes, or the market changes. When your product changes or you add new features, that's a pretty clear time to make sure your messaging reflects the latest benefits and values for your customer. Changes in the market will impact your customer's perspective and willingness/desire to purchase your product. For example, pretty much every B2B and B2C company changed its messaging during COVID as priorities shifted and lifestyles change ...Read More