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PMM Sr. Team Lead (Trello) at Atlassian
One of the biggest mistakes I see when it comes to messaging in product marketing is trying to write to everybody at once. This comes back to the importance of who you are actually trying to reach with your content, if your language is too broad it won't land with anybody, better to be specific and make an impact with the audience you care about. This can also happen a lot when you write by committee - a surefire way to end up with sentences with many good words but don't mean much together. This is why I think it's really important to have a good chain of command for content creation > editing > publishing. If content touches too many hands it can end up in a state where it feels like a human didn't actually write it.
Vice President of Product Marketing at HackerOne
Every company wants to be the #1 in their field. I would argue that if your
company is undeniably #1 in its market, you don’t often make this proclamation.
People already know it. It’s very similar to the notion that “nobody ever got
fired for buying IBM.” Companies believe that by saying they’re...more
Director of Product Marketing at Klaviyo
* Not value-oriented: They focus on features and functionality, not value and
benefits
* They’re not customer-centric: They aren’t putting themselves in the target
audience’s shoes, to make sure the language is what customers would use and
the benefits are things customers would care a...more
Head of Product Marketing at Heap
One of the biggest mistakes I see product marketers make is they forget that
their buyer is human. They have appealed to business case, logic, industry
research, and demonstrate ROI, but sometimes they fail to simply tell a human
story. B2B software buyers are people too. And like any buyer of re...more
Head of Marketing at Instawork
It can be hard to keep messaging simple and poignant. It takes time, revs, and
validation. There's pressure to get it perfect right off the bat. Or people sit
and forget. Let it evolve over time.
Something I've learned is how valuable it can be to tap the emotional benefit.
It's still important...more
Head of Marketing at Atrium - Data Driven Sales Management
* Several things come to mind here:
Messaging is too generic: you’ve not done a good job of really identifying
the audience and understanding what they care about in order to develop a
specific message
* Messaging doesn’t “provoke:” the objective of a message is to get your
audi...more
Director of Product Marketing at Appcues
They set and forget. People change. Customers change. Needs change. So your
messaging will need to change with it. For that reason, it's good to do a
high-level analysis of your messaging at least annually, if not more often. Make
sure it still resonates with customers, make sure additional segme...more
