Messaging
10 Answers
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.org • July 17
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
2697 Views
4 Answers
Div Manickam
Mentor : Career | Leadership | Product Marketing • December 6
Today, portfolio, platform, ecosystem and suite are used interchangeably depending on the use case or scenario. Every technology company wants to be a platform today that encompasses multiple products/services/offerings. * Portfolio is a collection of products, industries, solutions, and servi......Read More
911 Views
8 Answers
Jeffrey Vocell
VP of Product Marketing • December 11
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More
926 Views
6 Answers
Liza Sperling
Upwork Head Of Product Marketing • February 17
In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your product(s) than just capabilities. First I’d develop positioning and messaging for your product(s), including clearly defining you......Read More
1544 Views
4 Answers
Aliza Edelstein
Brex Sr. Director of Product Marketing • December 3
* Ensure you have leadership buy-in * Roadshow it across teams in the company, starting with those that will be using it on a regular basis * Get your leadership team to amplify it—everywhere (town halls, all hands, internal emails, etc.) * Ask customer-facing teams to include it in var......Read More
858 Views
3 Answers
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • October 14
This is a super common question with a fairly universal answer. The common theme: Positioning is an internal strategy asset, and Messaging shares that perspective in a way your customers will understand and remember. A few groups that have done a good job of answering this in detail: * Crayon:......Read More
362 Views
5 Answers
Indy Sen
Hypergrowth Leader and Product Go-to-Market Advisor • February 3
Positioning is the precursor to messaging. If you don't know who your product is for, what it's good for and how it's different from other products in its space, then it will be very hard to come up with viable messaging. Put another way, positioning is the primitive, typically expressed ......Read More
822 Views
5 Answers
Scott Schwarzhoff
Unusual Ventures Operating Partner • February 7
Ah, a tricky one! There are a few things that you can do, starting with a core team that you trust to participate in the fluidity that is message development. Typically, this is a small group that can speak to all the core concepts that you need to discuss in detail. At Okta, this was our product......Read More
932 Views
4 Answers
Anthony Kennada
AudiencePlus CEO • January 24
Waiting too long to layer in the tried and true tactics that work. I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not convert well early in our years building Gainsight and Customer Success. Reason being, no one knew what CS was nor were they doi......Read More
913 Views
5 Answers
Molly Friederich
Sanity.io Director of Product Marketing • March 18
The depth of insight you can glean with a few good qualitative interviews can't be overstated! Reach out to your network to get connected with relevant personas in the space, ask them for a live chat to review what you've been working on, and offer a simple coffee or gift card in exchange for the......Read More
309 Views