Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?
11 Answers
Kit.com Head of Marketing • 3y
This is a great question. Overall, product differentiation is key and one of the roles I really enjoy within PMM is having such a pulse and influence on what differentiat...
9595 Views
HubSpot Senior Director of Product Marketing • 3y
You can't rely only on the narrative. But a strong one, especially one that frames up the problem and value you deliver as different / outsized, is critical to competitiv...
3722 Views
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Airtable Director, Compete & Partner Marketing • 3y
The narrative is a huge part of positioning. That's what frame your product's actual capabilities and determines which criteria are relevant or irrelevant. That said, I d...
1079 Views
Webflow Chief Marketing Officer • 3y
If you are relying on narrative differentiation alone, then the problem to solve is creating differentiated solutions rather than finding different stories to tell. Use c...
503 Views
Apollo.io Head of Competitive Intel • 3y
Don't use corporate jargon and you're already 90% ahead of everyone else (if I had a nickel every time I read a company referring to their product as "industry-leading" o...
778 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 3y
You have to pick something to focus on. Find whatever edge you can and make it seem like the biggest deal in the world. You can also talk about the sum of the parts as ...
680 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 3y
Ideally, your narrative should actually be doing the heavy lifting when it comes to differentiation. Features can easily be copied. As this question states, it often lead...
720 Views
ServiceNow Director, Product & Solutions Marketing • 3y
I totally agree that narrative differentiation is a difficult thing to do, especially in B2B SaaS markets that are crowded and when the tools do essentially a lot of the ...
1974 Views
Workhuman Head of Product Marketing • 3y
Narrative differentiation is essential no matter what. No product speaks for itself and often comparing features can lead you down a "who wore it better" rabbit hole. Als...
616 Views
Watershed Global Head of Product Marketing & Communications | Formerly HubSpot • 3y
I think there are loads of ways you can differentiate outside of product features. Features: You offer something valuable that others don't within your product (e.g.,...
642 Views
Guidewire Software VP Product Marketing | Formerly EIS Group, Datasite, Software AG, Microstrategy • 3y
Here is a controversial statement: value communication beats narrative design. I know narrative and storytelling is a big topic in the product marketing world. But, I wou...
475 Views