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What techniques do you use to differentiate your product's messaging from competitors?

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3 Answers
Messaging Strategy
  1. Vishal Naik
    Vishal Naik

    Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 7mo

    Differentiation isn't about proving your product is 'better.' It’s about proving your understanding of the customer is deeper. You do that by speaking their language and answering their doubts before they even raise their hand.The biggest mistake I see PMMs make is trying to differentiate based on Product Features (Inside-Out) rather than Customer Reality (Outside-In). Most competitors fight a 'Feature War.' To differentiate, try to fight an 'Empathy War.' Don't look at competitor websites to fi ...Read More

    642 Views
  2. Zarmina Niazie
    Zarmina Niazie

    Fivetran Director of Product Marketing • 1y

    One thing we’ve seen a lot in my current role is competitors mimicking our messaging. They’ll start using the same taglines or similar marketing language that we came up with first. Sometimes that’s a good thing because if we’re building a new market category, we want other players in the space as long as we’re leading it. But it can get frustrating when everyone’s suddenly saying they’re "reliable and secure" and now the customer can’t tell the difference between us all. Our deep research into ...Read More

    2,968 Views
  3. Elizabeth Grossenbacher
    Elizabeth Grossenbacher

    Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 4mo

    I've used the following framework over and over again for situations like this. You need to understand your differentiator and the value of that differentiator. Follow the steps below to see how I have done this at companies like Twilio and Cisco. Write down the customer's pain Write down why it hurts Create a simple table for your Tier 1 competitors using the columns & rows listed below. Columns: vendors, what is the vendor solution, how does the vendor deliver this solution (technical reas ...Read More

    447 Views

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