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What documents do you create for messaging of a new product and or feature. What are ways in which you differentiate the messaging? Do you create a matrix of messages via vertical, persona etc?

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  1. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 4y

    For new products and major features, I find it invaluable to go through a complete messaging exercise. This is an iterative process that involves collaboration with Product, Marketing, and Sales. I've developed a template for this over the years that combines the things I liked most from the past messaging exercises. While this list is not exhaustive, these are the things I have found are most valuable to building messaging that resonates not only externally, but also internally with the teams t ...Read More

    1,649 Views
  2. Candice Sparks
    Candice Sparks

    Attentive Senior Director of Product Marketing • 3y

    For a new product or feature I always start out with a simple messaging framework (there are a ton of great ones out there for you to leverage)! At the very least, your product messaging framework should include your value proposition, target audience, and a statement about what differentiates you from the competition. To dive deeper into the differentiation, I always pick 3 market trends and 3 pain points our target buyer has and then describe how our product uniquely solves these pain points o ...Read More

    1,370 Views
  3. Reshma Iyer
    Reshma Iyer

    Grow Progress VP Marketing • 2y

    I try to keep to one single messaging artifact -- this can contain the following: Section A- overarching messages, true to all: master value prop technical capabilities/product features value pillars (can can contain further point of substantiation on why and how) Section B- Persona based: feature/functionality value delivered based on jobs to be done by this audience Vertical based: feature/functionality value delivered to business outcomes Including a competitive lens for differentiation can b ...Read More

    5,022 Views

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