When should messaging change for a product and how should that be addressed with internal stakeholders?
or should messaging not change, but evolve?
4 Answers
Altruist VP of Marketing • 5y
Please see my previous answer on messaging refreshes. In general, it will depend on the maturity of your product or changes to product functionality, competitor, and indu...
1283 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 5y
Make sure you use your company's revenue and customer base as your sounding board here. If your revenues are suffering, and your current customers aren't purchasing more...
826 Views
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ServiceNow VP, Product Marketing - CRM • 2y
It should change when you position is significantly impacted by:-the market changes (ie new tech emerges - social, mobile, AI, etc)-your competition changes (ie your key ...
1282 Views
CData Software Chief Marketing Officer • 4y
Changing messaging needs to be considered very carefully. You can't change messaging every quarter because you'll never get the adoption you're striving for and if the me...
579 Views
Related Questions
When do you consider revisiting messaging hierarchy for products?From your experiences, what are the key strategies marketing teams can use to maintain consistent messaging when internal changes—like new leadership or shifting priorities—occur? How do you ensure the message stays strong and aligned during these transitions?What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?When do you stop iterating on messaging? How often should you revisit it?How do you approach getting approval for messaging from internal stakeholders like Product, Sales, and Customer Success?What messaging do you call successful?