Product Marketing
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Director of Brand and Product Marketing, at Twilio

At Segment, we think of messaging in three tiers and have different frameworks for each. Product marketing usually collaborates with PR and brand for Level 0 and Level 1, while we own Level 2.

Level 0 Messaging: Highest-level company messaging, found in press releases, first sales decks slides, the “about us” section

  • Mission — Your battle cry; why you wake up and work every day
  • Vision — Where you’re going if your mission is successful, aspirational and inspirational
  • Audience — Who you sell to (be as specific as possible)
  • Key Values — Three key value propositions that you provide for your audience (should focus on differentiators to your business)
  • Category — The market category you fit into (or are creating)
  • Description — Incorporates these elements into a short description or elevator pitch. This is often thought of as your “boilerplate.” Everyone at your company should be able to recite this and be on the same page. (This is easier said than done)

Level 1 Messaging: Highest product-level messaging, found on the website, sales decks, analyst briefing decks

  • The flawed way the world works today 
  • The consequences of this approach
  • The market trend making these consequences dire now
  • The world after your product
  • The benefits of your approach
  • Customer proof

Level 2 Messaging: Lower-level product messaging, found on per-product web pages, one-sheets, case studies, and in product-focused demos

  • Product name
  • Solution family
  • Tagline
  • Description
  • Audience (company size, roles)
  • Customer current approach and problems
  • Negative business consequences
  • New product approach and benefits
  • Outcomes with new product 
  • Use cases
  • Customer anecdotes
Operating Partner at Unusual Ventures (former VP PMM @ Okta)
A couple to try out. Here’s a combined messaging source doc [] that I use every time I start working with one of our portfolio companies. Inherited from Citrix days and then adapted over time. Hope it’s helpful! The second one i...more
Global Director, Business Strategy and Comms at TripActions
Hmmm … this depends on what you’re launching. The most important things to understand when you’re creating any messaging is who your audience is, what is the benefit to them, and how you'll reach them. This is a great read if you’re just getting started (and something I make my new hires read): h...more
Sr. Director Product Marketing at BlueVine
There are a lot of messaging frameworks out there. If you are on the hunt for templates, check out the Product Marketing Alliance or April Dunford's website (Obviously Awesome is a must-read of Product Marketers). In general, a messaging doc should be the single source of truth and act as the bu...more
Vice President Marketing at

For sales messaging, I haven’t encountered anything better than “Command of the Message” which you can google.

Head of Marketing at MobileCoin
MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework perfectly: The Greatest Sales Deck I’ve Ever Seen [] This messaging framework we use has 5 elements:  * Name a Big, Relevant Change in the ...more
Founder & Chief Marketer at Trusted CMO -
With messaging, simpler is better. Messaging should be crisp and devoid of jargon. There are three resources I use, and the resource would depend on the project, e.g. company messaging vs. product messaging:  * Mother story: write a 3-4 narrative about your company. What is the change that i...more
Founder at 021 Consulting
We’ve developed a few of our own frameworks over the years based on jobs-to-be-done. It’s an approach that runs counterintuitive to classic, persona-based marketing, and does so purposefully. Focusing on customer attributes really means focusing on what you want to sell, rather than what your cus...more
Senior B2B Copywriter at Freelance
I usually have one or several resources of the following resources open when I'm developing a new messaging strategy. 1. Doug Kessler's "Irresistable Content for Immovable Prospects [] " [Slideshare] 2. Andy Raskin's "Promise...more