or should messaging not change, but evolve?
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 industry landscape.
You'll want to plan for messaging updates as part of your annual Product Marketing/Marketing planning process and set expectations with your stakeholders on the frequency/cadence.
Outtake VP of 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 of your product this is a sign you may want to change the messaging. If you have a Sales enablement team, use them to make sure your global sales team is aware of changes in messaging. PMM shoudl host trainings on the updated message. NOTE: Not from a product standpoint, but from a "Why this makes life easier for customers" poin ...Read More
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 competitor introduces low price offering) -the macro economy changes (ie recession, inflation) -your customer base changes (ie new target customer profile aligned with leadership) The way it should be addressed with stakeholders is they should be part of creating it. And if they can't prioritize being part of it, maybe it's no ...Read More
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 message changes too frequently then you may also lose credibility. That being said, your messaging is never fully "done". You should get core messaging to a point where you feel it's ready to roll out internally/externally and then constantly look at what needs to be adjusted as time passes. Small tweaks can happen but an overall ...Read More
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