What are some of the best messaging 'success stories' of your career?

Oh, this is a fun question! The best successes, for me, have been when our metrics have improved as a direct result of the messaging (which you can determine through testing and isolating the variables to just the messaging. Two successes stand out to me: At SurveyMonkey, I had the privilege of working on corporate messaging that tied together our self-serve product and our eight B2B products in one cohesive, overarching narrative. When we tested the new messaging, we saw a statistical performan ...Read More

Some years ago, I was running a PMM team at Splunk when we introduced a new product that was a persona-driven solution for IT built on top of the core platform - it even featured machine learning capabilities before AIOps was a thing (Gartner was calling it ITOA at the time). To date, we had had a ton of success with IT practitioners and buyers but we saw an opportunity to move up the value stack and deliver something more purpose-built. When we drafted the value prop hypothesis and initial mess ...Read More

I'll give you a couple wins but want to focus more on why I see them as wins vs. the actual messaging. Here are two wins: -We created a messaging framework for SMBs to adopt CRM. It was simple. Find new leads. Win more deals. Keep customers happy. Abbreviated as Find. Win. Keep. It was a win because the sales team used it in conversation for years. When your sales team uses your messaging from memory, you got something special. -We created a campaign for GoToMeeting with the line - Do More. Trav ...Read More

I’ve always had the most success when making sure I am putting myself in the shoes of my potential customer and framing the message within the context of a story. This means making sure you understand your buyer and audience very well. Specifically: what problems is your product solving for them? Get insight from the right people in your organization to test and refine the messaging. Then ensuring I enable the internal teams with an effective rollout that includes storytelling and clear use case ...Read More