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
Tavus Head of Marketing • 4y
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 bene...
1525 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 3y
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 au...
557 Views
Upcoming Event
Mastering Market Research
OpenAI Product Marketing | Formerly Twilio • 4y
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 cor...
588 Views
Atlassian Principal, AI Product Strategy & Technical Marketing • 3y
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 speak...
406 Views
Related Questions
Too often B2B messaging is done in a vacuum or after listing to a few sales calls. B2C marketers spend far more on early-stage customer research and end up with more effective messaging overall. What would help B2B product marketers secure budgets for true customer research to inform their messaging too?How do you approach messaging for things that might not excite the customer? What is your approach on developing messaging for new product/features? How would you recommend Product Marketing Managers improve their messaging skills? My company needs help evolving our messaging from one to multiple related products due to acquisitions. How do you align people to think beyond the product they started with?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.