Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?

Answer

5 Answers

Messaging Strategy

Indy Sen

Canva GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 5y

It really depends on your release cycles and the nature of how your product will evolve.Ideally you'll want to know enough about your product vision so that positioning and messaging scales with new feature development. Think of them both as a scaffolding in that sense, so that when you're ready to add another feature/product element, it will feel like a natural progression and extension, vs a radical change in product direction. When Apple announced the iPhone back in 2007, they very quickly h ...Read More

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Natalie Louie

ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 5y

Yes, messaging and positioning should be revisited for every single release. It is something you are constantly battle testing and iterating on. The best messaging is not something you research, create once and then go back to on an annual basis. The magic is in the iteration of messaging and positioning. Test it with your team, your co-workers, your sales teams, your executives, your partners, analysts, and subject matter experts. Test it on prospects, customers, your friends and family. Have ...Read More

643 Views
Chris Hines

Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • 5y

IMO I am a firm believe that positioning should not change, it should simply be enhanced. Define your foundational messaging for your product or service first. Once you have that, from release to release you'll continue to build on that message and show how this release is driving additional value for customers You dont want to confuse your customers too much either, so changing too often may not be the best idea. I will say that there are some MAJOR releases your product may go through that m ...Read More

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Jessica Webb Kennedy

Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y

I think it's essential to have some sort of lasting and broader messaging house for everybody internally to rely on. It's the only way to scale and maintain messaging across an organization. Internally for us, this looks like Confluence documentation https://www.atlassian.com/software/confluence/templates/message-house that is updated regularly. It's a one-stop-shop though for the marketing team to be able to send to any team internally to reference how we message and market our product and feat ...Read More

421 Views
Eric Bensley

ServiceNow VP, Product Marketing - CRM • 2y

As a general best practice, I think messaging should live 6-12 months with minor updates and no major overhauls. The 6 month window is for macro changes that no one expected. This is for all of us who created messaging 6 months before ChatGPT launched. We all had to pivot to bring AI in and no one saw that massive shift happening. The 12 month window is to force us to make big changes every year to drive excitement from customers and our sales teams. We can't wait too long to update.

1,057 Views