Messaging

Maureen Sitterson
Maureen Sitterson
Etsy Senior Director, Product MarketingOctober 25
Leaning on research and data to project the impact of new messaging and show internal teams why it will matter to customers is most effective. This could come in many formats - showing the potential size of the business opportunity or showing how customers are currently responding to messaging ar......Read More
837 Views
Grace Kuo
Grace Kuo
Chan Zuckerberg Initiative Product MarketingOctober 25
This is by far one of my favorite questions (and most important). As PMMs, we have to go beyond talking about the feature functionality but orient on what the benefit is for the customer. A practice I take is by asking a series of questions that will help you narrow in and articulate the customer......Read More
621 Views
Nami Sung
Nami Sung
Ramp Senior Director, Product MarketingOctober 24
I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be usefu......Read More
758 Views
How do i use multiple customer quotes and case study stats to create a 2 pager sales enablement asset?
Im not sure how i can structure this document, but i have (numbers) on how our product benefited the customer and why they chose us over a competitor and multiple quotes from different customers. What is the best way to tell a story?
2 Answers
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingFebruary 27
If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential. Without knowing much about your product or audience, I woul......Read More
386 Views
19 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 9
It's hard. Real hard.  Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order.  1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
914 Views
5 Answers
Kristen Ribero
Kristen Ribero
Handshake Senior Director of Corporate MarketingJuly 18

I love how asana uses customer stories for their #withAsana campaign. Check them out.

993 Views
How do you best structure and leverage beta releases to assist the product team (with iteration, feedback) and Product Marketing (positioning, messaging, enablement, onboarding)?
How do you collect information from users and disseminate between teams? What does an ideal timeline for a beta look like?
7 Answers
Emily Ritter
Emily Ritter
Mode Analytics VP of MarketingAugust 6
A bit of an “it depends” answer. Sometimes people use betas for QA: does the feature we built work end-to-end? Other times betas can help you determine if you’ve hit product-market fit with your product. And everything in between. It’s best to get super aligned cross-functionally at the KICKOFF ......Read More
1668 Views
1 Answer
Ashley Faus
Ashley Faus
Atlassian Head of Lifecycle Marketing, PortfolioOctober 25
If you speak the language of your audience, they will be engaged! I think it's a myth that technical topics are "boring" or "dry". These topics are VERY interesting to your technical audience, so mirroring their language on these topics is key. A few tips to help: * Be specific. For......Read More
1306 Views
3 Answers
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 26
When your product or solution isn't sufficiently differentiated, focus on the other key aspect of your positioning: the audience. Who is your product disproportionately better for? While many products in a given category may be highly similar, is there a user persona for whom your product is bett......Read More
609 Views
2 Answers
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 26
I find that you have to: 1. Understand the audience, their problem, and how they currently solve it 2. Use that to define your product's key benefits and proof points 3. Once you have both the problem and solution well-defined, build your messaging. This is a high-level exercise that tells th......Read More
602 Views