What is your process for developing portfolio messaging and how is it different from developing product messaging?

As a start-up, there really can't be any daylight between your mission, strategy and initial product manifestations. That is, your company positioning and your product po...

I think of messaging in terms of the marketing funnel. Top of Funnel - "The Brand Promise" is the highest level of your messaging. It is a concise, emotionally driven sta...

At Fivetran, we actually have a few different Product Marketing teams in order to be able to do both core product messaging as well as more portfolio messaging. At Fivetr...

From a process perspective, I'm not sure I'd draw a disctinction between the two. However, portfolio may be a little more complex in that it's multiple products. One thin...

When we had one product marketing manager (2015), we had the product knowledge to articulate business value and simplify technical concepts. With addition of solution and...

Product messaging highlights specific capabilities, differentiation, and use cases tied to one offering. Portfolio messaging needs to unify multiple products under a sing...