What is your advice on creating messaging for multiple audiences for an enterprise B2B product with end-users that are different from the buyer committee? How would you decide what marketing materials to go with each message in a product launch?

For marketing materials like website and press releases, do we need to stay focused on messaging for the end-users only?

4 answers

All related (62)

Abhishek Ratna

Product Marketing Lead, Core ML at Google • December 15

Here are some fundamental things Research and understand the motivations, needs, and pain points of both the buyers and users of the product. Create messaging that speaks to the benefits and value of

2 Saves

Mike Greenberg

Director of Product Marketing at Momentive (SurveyMonkey) • January 5

The short answer is that you'll need to develop messaging with both audiences in mind, and apply the correct messaging (or combination of messages) based on the target audience and funnel stage for ea

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Julia Szatar

Director of Product Marketing & Lifecycle Marketing at Loom • December 3

Start by defining the personas and the top-level narrative of the product. Who is it for? What is the problem statement? What is the value prop? What are the key benefits? You could start with th

22 Saves

Pranav Deshpande

Product Marketing Leader at | Formerly Twilio • September 29

We've followed a three step process in the past that's helped us identify messaging for multiple audiences in an effective and efficient way:1. Start with listing the core value props of your product

17 Saves

Do you have a messaging template/worksheet/framework that you like to use?

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.

How do you as a product marketer create brand messaging that appeals to three highly distinct segments?

Do you have a methodology for validating messaging with users before a campaign goes live? I'm thinking of marketing campaigns here, not product or UX.

What is the best product pitch (deck, video, one pager, website) you've ever seen/heard and what made it stand out?

What are your thoughts on how to distinguish between what is a product, feature, and solution?