When various audiences have differing levels of required depth or technical literacy and interest, how do you organize your messaging so that the most relevant information, reaches the intended audience?

Answer

4 Answers

Messaging Strategy

April Rassa

Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y

Your messaging should ultimately map to the key buyer personas you've identified. Your messaging then needs to be developed to go a level deeper into the value statements for different buyer personas and these can range from business to technical. You need to cater the messaging based on those buyers and have a clear sense on what is the customer journey. Is the primary buyer a business or technical decision maker and what is the intended customer journey path?

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James Huddleston

Amazon Web Services (AWS) Head of Product Marketing • 4y

This is where your work on buyer personas is critical. If you’ve done your research and understand what makes a specific buyer persona tick, then you should be able to adjust your messaging accordingly based on their unique interests. I’d also say this is where partnership with your demand and digital counterparts is key because they can provide you insights on the right format of messaging for a unique audience. As an example, you might learn that a more technically literate audience is going t ...Read More

758 Views
Catlyn Origitano

Fivetran VP Product & Portfolio Marketing • 4y

Ultimately, we make both kinds of information available - or at least we try to! So for example, our website has a lot of high level messaging about our secruity capabilities, for example. But we also have links to our security whitepaper - which most security teams need to read as part of the procurement process. So we try to make it as much as possible a choose your own adventure - that is easy for them to find what they need. If they want to go deep, we don't hide that information and our Doc ...Read More

428 Views
Michael Peach

Rimsys Regulatory Management Software VP of Marketing • 6y

Messaging is always hierarchy. You have a top-level story that speaks broadly at the company, brand, or product portfolio level. Then you ladder down from that into more specific messages for specific products, industries, or audiences. They key is to start at the top and work down. That way your story is consistent, and your just adding relevant details for more specific pitches. From a delivery mechanism I think of the sales kit as a way to package this. You have a core organizing principle, s ...Read More

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