What does an ideal messaging and positioning doc look like to you? Could you run through an example?
1 Answer
Asana Director of Product Marketing • October 30
There are many ways to structure messaging and positioning docs. Effective frameworks usually contain these key components, which I’ll share with an example from a recent launch:
-
Target audience
CIO and executive IT
-
Market trends (why now)
With AI on the rise, the office of the CIO is responsible for creating an AI strategy that supports their employees’ experience while maintaining data security and privacy.
-
Value and differentiators
“Build the right foundation for AI by securely integrating work data”
“Deploy AI confidently with safeguards & transparent controls”
“Surface intelligent insights to deliver greater ROI at every level”
-
Proof points and use cases
Customer and analyst highlights from Zscaler and IDC
4862 Views
Top Product Marketing Mentors
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jeffrey Vocell
Panorama Education Head of Product Marketing
Kevin Garcia
Anthropic Product Marketing Leader
Aliza Edelstein
Route VP of Product Marketing
Susan "Spark" Park
Monzo Director of Product Marketing
April Rassa
Clari VP, Solutions Marketing
Amanda Groves
Enable VP of Product Marketing
Jackie Palmer
ActiveCampaign VP Product Marketing
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Michael Olson
Splunk Sr. Director, Product Marketing - Observability
Related Questions
What's the best way to segment your customers to write messaging that resonates with them?How do you showcase to interviewers your work in messaging and positioning, without actually showing documented work? How often do you re-iterate on messaging and why do you do it at this interval?What do you use or do to get people to buy into your positioning plans and consistently using them?Are there any messaging books that changed your life?How do you test for messaging effectiveness?