What are the best practices that you have employed to create a closed-loop product messaging?

The best messaging needs to be closed-loop, meaning that it is used throughout all of the areas of business and receives regular feedback. Product marketing needs to be the owners and drivers of this messaging. It starts with a solid messaging framework. Make sure your cross-functional teams have buy in to this messaging and are aligned. This will make it easier to carry it throughout the company. Another sure bet way to get your messaging used throughout various teams is to craft the sales asse ...Read More

The answer here is going to have to be it depends for your unique situation and company what will work best. Here are a couple of things that I have set up at various companies I have worked at that have helped ensure consistency, alignment and ROI on messaging in market: PMM gives examples PMM creates a positioning and messaging doc with the written language and shares a GTM strategy BUT also gives examples of how this messaging can/should come to life on a landing page, in ads and tests this w ...Read More

I've always found it best just to go straight to sales teams to get messaging feedback -- you need a depth of feedback that you can't get through tools like Salesforce. We have a couple of products in market right now where we're fine tuning the value prop. Given that we didn't do any user research or message testing ahead of time, we need to be hearing directly from the market on how we're positioning the product. So of course we're a/b testing different messages, but there's no substitute for ...Read More

Creating a closed-loop messaging program / projects largely sits in how you set these programs and projects up. When I've done Company / Platform messaging creation or updates I like to kick the project off with aligning on the goals of messaging, ensuring my internal stakeholders know: 1. What a messaging house is2. How it should be used, and by who3. What goes into creating good messaging (ie. this is not a silo'd writing project that is quickly whipped up) Here is an example from one of my fo ...Read More