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10 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingAugust 11
Great question! You can consider your target buyers and prioritize messaging based on your top personas. This will help your field tremendously too. You can also identify common customer outcomes and make sure you map your buyers to expected outcomes to the general vision of the platform. Alignin......Read More
467 Views
Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 16
You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that heinous jargon.) In the best-case scenario, you can identify an overarching value proposition for using the platform that r......Read More
2693 Views
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 29
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On t......Read More
1727 Views
Apurva Davé
Apurva Davé
Google Head of Marketing, CybersecurityMay 25
Think about what matters most to your customer, and then what matters most to your company. * Is your base platform something which your customers will natively interact with and drive value from? * Is it something that a new user in your target accounts will benefit from (eg, developer......Read More
2146 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadJanuary 25
In my opinion, the most important thing in prioritizing your messaging is finding the common denominator across your platform. Does it create a new output, or solve a new problem, or enable a new style of working, for example. Then you prioritize that in your messaging hierarchy, and use the vari......Read More
931 Views
Jack Wei
Jack Wei
Sendbird Head of Product MarketingJanuary 10
Your platform sits within a hierarchy itself (e.g., working bottom-up, messaging at the feature/function level are subordinate to product, to platform, to suite, to solutions, to corporate, to brand messaging). In other words, messaging cascades downwards from your mission and brand promise. Mess......Read More
406 Views
Krithika Muthukumar
Krithika Muthukumar
Retool Head of MarketingDecember 19
When I was at Stripe, we offered upwards of a dozen products on our platform that go way beyond payments processing—from products for incorporation and billing management to fraud prevention and managing corporate spending. To manage the growing complexity, we introduced the concept of Anchor Ten......Read More
3578 Views
Div Manickam
Div Manickam
Mentor : Career | Leadership | Product MarketingDecember 5
Often times, we say our platform has unlimited possibilities, it's the art of the possible -- because it truly is. But it doesn’t help the customer understand our unique differentiator vs any other option in the market. Starting with themes has been helpful to simplify the messaging hierarchy. We......Read More
1006 Views
Savita Kini
Savita Kini
Cisco Director of Product Management, Speech and Video AIAugust 2
Thank you for some wonderful frameworks and inputs on messaging and positioning. I have seen a trend especially across many segments - particularly in enterprise - to move from products to solutions to platforms. I had written a blog last year what that means, especially if the goal is to positio......Read More
836 Views
Daniel Palay
Daniel Palay
3Gtms Head Of Product MarketingFebruary 27
I generally look at it like this: Use Case -> Business Case -> Story. Starting with the use cases, I think about what people actually do with this platform (cue the "two Bobs" from "Office Space"). Then I think about how those capabilities translate into solutions to real problems, as differen......Read More
635 Views
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Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingOctober 29
For my company, it's currently shared between product, product marketing and design, but that's mostly a factor of being a startup and in the process of building out each of those functions. I think about it in two ways: 1. Is the in-app copy descriptive of the product itself? Things like featu......Read More
1325 Views
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Sarah Lambert
Sarah Lambert
Symphony Talent Head of Product MarketingOctober 20
You have to start with understanding your audience and your product. For the audience – understand their key business issues and pain points and for the product, understand the differentiators / value drivers so you can craft a message that connects your product as a solution for your audience’s ......Read More
985 Views
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Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 16
I think you can have two flavors of product marketers. The first are very analytical and business-minded. They identify the key top customer problems and benefits for the product. Then, they might need to collaborate with someone in brand, content, or copywriting to make those messaging points sp......Read More
2843 Views
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Derek Frome
Derek Frome
Ouster.io Vice President MarketingSeptember 5
I'll take a more extreme position on this question. You're setting yourself up for failure by asking us how to "defend" your messaging. Instead, I'd ask you to listen to those people who you are used to "defending" your messaging from. It's not your messaging - give up that pride of ownership in ......Read More
1139 Views
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Priya Gill
Priya Gill
Momentive (SurveyMonkey) Vice President, Product MarketingDecember 8
In many cases when you’re trying to reposition a mature, market-leading product, it’s because 1) you’re either trying to change your target market’s perception of your product / product portfolio or brand relative to the competition. Interestingly enough, this is exactly what we did earlier this......Read More
880 Views
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Matt Hodges
Matt Hodges
Atlassian Head of Marketing, ConfluenceOctober 31
I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email:   * It’s thoughtfully targeted and relevant: A poorly targeted email is about as effective as a love letter addressed “To whom it may concern” (credit: Des T......Read More
1586 Views