What is a good way to create product positioning and messaging when launching a platform of multiple products? In this case, launching product #2 jointly + integrations to create a true platform.

Also looking for reference materials to help guide this process

Answer

4 Answers

Messaging Strategy

Sarah Lambert

Symphony Talent Head of Product Marketing • 5y

This is a tough one but I would suggest doing a messaging framework for each product and then the platform as whole. This will help to determine what the true value of the platform might be - is it purely that you have the products together in one place or are you mitigating risk by integrating them in a single platform? Are these products talking to each other? Or is it the integrations that make it special? Why should customers care? What about your platform is making their lives easier? If yo ...Read More

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Julia Szatar

Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

Since you will have a lot of different messages with potentially different audiences building some sort of matrix can help you make sure everything is cohesive. I personally love using tables for this kind of thing (a spreadsheet works, or building out tables in a doc, you can even make the page landscape to digest it more easily). You would start with what is the overall narrative for the platform? Who is it for? What is the problem statement? What is the value prop? What are the key benefits ...Read More

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Albert Qian

SAS Product Marketing Manager • 2y

This is always a tough one, because multiple products means multiple use cases and multiple lines of positioning. If anything, I think of creating positioning and messaging that wraps around the entire product so you can go to market in a unified manner, and then look at messaging and positioning for individual modules to fit the use cases that your product team has identified as most useful.

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Ajit Ghuman

Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y

One of the most effective tactics here is to build a product marketecture. Building a marketecture will help you keep the integrity of the two products intact while being able to create a framework for the entire platform. I've written a detailed blog on this topic, here: https://www.bizjournals.com/sanfrancisco/news/2020/09/15/polish-up-your-product-how-to-win-with-marketecture.html In addition, the way to utilize the marketecture is to come up with the following levels of positioning and messa ...Read More

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