All related (54)
Matt Hodges
Head of Product Marketing Craft, AtlassianOctober 31

I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.

 

I  believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.

Jon Rooney
Group Vice President, Industry Marketing, OracleMarch 12

I’ll (mercifully) go away from tech here: My go-to example is Thomas Moser, which makes really high-end, handmade furniture in Maine, has limited distribution and sells their designs at a decidedly premium price point. Years ago, before owning even a single chair was remotely in my budget, I came across one of their catalogs and thought “super cool, but I can get a chair for $20 at IKEA.” Then friends registered for a set of chairs for their wedding and, having chipped in for a portion, I was added to their mailing list and got sucked into the brand via their voice, narrative, design and overall approach. You’re not buying a chair, you’re investing in functional, handmade art made by artisans in New England for your heirs. A chair not for the person you are today, but the person you could be. Super well done and I still think about those catalogs in terms of messaging/storytelling. I also love how the Criterion Collection has created their brand and managed their product line through big technological and behavioral upheaval, from the super collectable Criterion Collection DVDs (I’m Gen X, so those DVDs are totally in my wheelhouse) to their current streaming service which, while not for everyone, has a dedicated audience. Their YouTube channel also has a ton of great content that reinforces their brand and voice. Also, while there are some inexplicably amazing official Twitter accounts out there (I’m looking at you @NJGov), I can’t recommend @MoonPie enough. So, so great.

Kimberly Blight
Product Operations, Sprout SocialJuly 6

Intercom! There is always a bigger story told within the release comms. Continually impressed by them. Emails are always succinct and guides complement them, helping you get the most out of their product. 

Trello has also done a great job announcing multiple features tied to a bigger them inside email and on social. 

Both are worth a look. 

Kat Sandin
Director of Product Marketing, AppfireJuly 18

Wisita is a great one, especially since they are a video platform that does some really great video marketing! Any time I do anything with video, I always look to their blog/site for inspiration. I really like how everything they put out about their product is helpful, quick, and provides a glimpse into their company and people.

Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Sarah Lambert
SVP, Marketing, Buckzy Payments
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can also help track the effectiveness here. Lastly, for new features or products by current customer...
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Derek Frome
Vice President Marketing, Ouster.io
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds to its value but cannot be sold on its own.    Products, features, and solutions tend to get different levels of attention from PMMs. Products will naturally get the most, solutions are really just collections of products and are therefore more an exercise in packaging and pricing. Features get a...
Priya Gill
Vice President, Product Marketing, Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...
Matt Hodges
Head of Product Marketing Craft, Atlassian
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :)   For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For example, our Engage product has a set of core features (available on Engage Lite) that make it possible to send targeted messages to leads and customers. Some of these features are audience targeting, auto messages (email, in-app, and push), and smart campaigns to name a few. There is an optional a...