Messaging

Particularly interested in technical products, but also curious for nontechnical.

Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?

For example, when needing to communicate a price increase or end-of-life message?

Assume you're starting from scratch, as a new hire or launching a new product

Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.

The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?

Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?

I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.

If you are launching new features every month, then what do you do if some features are not used the way intended to? Do you follow up with the customers?

You feel the need to message on point for an ICP type "A", but you're getting pushback from the team that the ICP is "G". Should you follow you gut or do some form of A/B to please everyone?