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In your opinion, how much time and effort does messaging & positioning for a product take?

Assume you're starting from scratch, as a new hire or launching a new product

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3 Answers
Messaging Strategy
  1. Polomi Batra
    Polomi Batra

    Zendesk Director of Product Marketing • 2y

    This can really depend on what the product is, how large and complex it is, how well defined the challenges and use cases are. In terms of thinking about messaging and positioning of a product from scratch (in an ideal world), you should think about giving yourself time to go through a few steps:  Market research to understand your target audience, their needs, pain points, and preferences. This often involves customer surveys, 1:1 interviews, focus group, competitor analysis, and analyst report ...Read More

    4,269 Views
  2. Sean Lauer
    Sean Lauer

    AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 1y

    Simple answer—it takes as long as you want it to take. That's not necessarily what anyone wants to hear, of course. But the reality is that positioning and messaging can take way longer than it should if you don't have a deliberate process and there's no clear decision-maker. What's important to remember is that positioning always comes before messaging. Positioning is strategy, and it drives everything from messaging to product strategy. From my perspective, I would emphasize positioning and we ...Read More

    858 Views
  3. Amanda Groves
    Amanda Groves

    Zywave VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 1y

    Similarly to sizing a launch, I would consider a tiering calculator to help assess effort v. impact for product messaging and positioning as it really depends on product complexity. A tier 1 launch can take anywhere from 10-12 weeks (post dev complete stage), so knowing there is a significant lift and corresponding impact, the messaging and positioning work will inherently be more consuming than a tier 2, 3 or 4 product launch. Fortunately, there are tools to help expedite composition and valida ...Read More

    497 Views

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