I've worked in enterprise tech for most of my career (SAP, Oracle, ServiceNow).
To be honest, I think the biggest competitor that I've always come across is the
status quo (doing nothing) since there
Messaging
2 answers
Global Partner Marketing Director at ServiceNow • January 17
Director of Product Marketing at IRONSCALES • March 3
If you don't have access to a tool like Klue and need to gather competitive
intelligence manually, here's what I'd do: Set up a Feedly feed to monitor your
competitors' blogs, news, etc. Set up goog
4 answers
Head of Marketing at Atrium • September 8
For me, great messaging always starts with two things: Point of View - which
articulates your perspective on the problem(s) your target market is looking to
solve [why is the problem worth solving, w
Head of Product Marketing at Symphony Talent • October 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
Vice President, Product Marketing at Momentive (SurveyMonkey) • December 8
There are 3 core areas that I ensure I have a solid understanding of before I
create new messaging and positioning: Target buyer(s) & their pain points: Get a
clear understanding of who my target
Senior Product Marketing Manager at LinkedIn • February 27
I'd sum up my process as: JTBD > target audience > buyer journey > market,
competitive, VoC > insight > internal positioning > external messaging > GTM
strategy Expanding on the
6 answers
VP of Marketing at Rimsys Regulatory Management Software • August 4
I actually don't think this matters all that much. Messaging should be anchored
in the outcomes your product delivers to your target persona, and the key
differentators that make you uniquely suited t
Head of Marketing at Atrium • September 8
One approach here is to re-define your market in such a way that you’re the
leader of that market. That’s kind of what category creation if all
about.Another approach here (again, leaning in to how yo
Product Marketing at Glassdoor • June 3
Per our head of PMM (Eric Petitt), it is important to think about and understand
the market leader positioning because the leader often defines category
expectations… as well as their weaknesses. And
Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork • July 15
You change the conversation. Positioning is all about defining a target audience
and a place in their minds where you are the market leader. There’s some great
inspiration in the ‘Positioning of a F
Chief Strategy Officer at Circana | Formerly Microsoft, SAP, McKinsey • October 7
I am a believer that your messaging/positioning has to be consistent with how
differentiated your product really is. Customers will quickly figure out what is
marketing fluff vs. product truth anyway!
Co-Founder at Messages That Matter • February 24
You differentiate by first creating a perceptual map that makes it easy to see
how your competitors are positioned relative to each other. Use the perceptual
map while creating positioning statement o
11 answers
Vice President Marketing at Ouster • July 18
For sales messaging, I haven’t encountered anything better than “Command of the
Message” which you can google.
Global Director, Business Strategy and Comms at TripActions • September 19
Hmmm … this depends on what you’re launching. The most important things to
understand when you’re creating any messaging is who your audience is, what is
the benefit to them, and how you'll reach them
Head of Marketing, Confluence at Atlassian • October 31
We’ve developed a few of our own frameworks over the years based on
jobs-to-be-done. It’s an approach that runs counterintuitive to classic,
persona-based marketing, and does so purposefully. Focusing
Director of Brand and Product Marketing, Twilio.org at Twilio • July 16
We think of messaging in three tiers and have different frameworks for each.
Product marketing usually collaborates with PR and brand for Level 0 and Level
1, while we own Level 2. Level 0 Messaging:
Founder & Chief Marketer at TRUSTED CMO • January 28
With messaging, simpler is better. Messaging should be crisp and devoid of
jargon. There are three resources I use, and the resource would depend on the
project, e.g. company messaging vs. product mes
Operating Partner at Unusual Ventures • February 6
A couple to try out. Here’s a combined messaging source doc that I use every
time I start working with one of our portfolio companies. Inherited from Citrix
days and then adapted over time. Hope it
Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • March 23
There are a lot of messaging frameworks out there. If you are on the hunt for
templates, check out the Product Marketing Alliance or April Dunford's website
(Obviously Awesome is a must-read of Produc
Product Marketing, Senior Director at Replicant | Formerly MobileCoin, Zuora, Hired, Oracle, Responsys • April 13
MESSAGING FRAMEWORK Andy Raskin broke down our Zuora messaging framework
perfectly: The Greatest Sales Deck I’ve Ever Seen This messaging framework we
use has 5 elements: Name a Big, Relevant Change
Co-Founder at Messages That Matter • February 13
The positioning framework I use was developed by my partner and co-founder when
he was at Microsoft in the mid-80s. After he became a consultant I engaged him
extensively over a two-year period during
4 answers
Chief Marketing Officer at Ada • May 11
Hi - yes - I definitely recommend sharebird's resources. I also love a few books
on positioning. First the classic book here is from Al Ries and Jack Trout and
it's called "Positioning: The Battle fo
Head of Marketing at LEVEE | Formerly Mezmo, Sauce Labs • October 11
I've read a couple of great books on building messaging. The two I enjoyed the
most were: The Aha Moment by Andy Cunningham. She has worked with some of the
most iconic brands in tech (including Appl
Director of Product Marketing at HubSpot | Formerly Intuit, American Express, Sage • November 9
Yes, there are plenty resources out there for you to continue to sharpen your
toolset and learn from others in the community as well. Here are some of my
favorites 1. Listening to podcasts - Women i
Co-Founder at Messages That Matter • February 24
I have created an on-line course that takes you through positioning and
messaging – they go hand in hand – step-by-step. Here is a link to the sign-in
page; it is free: https://messagesthatmatter.com
3 answers
Head Of Product Marketing at Canva • May 20
Good question and I’m sure everyone has a slightly different take on this. From
my perspective: Positioning = How you solve customers needs and sit in relation
to the wider competitive market Messag
Head of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork • July 15
I’m so glad you asked this, because it’s actually one of my favorite topics to
get on the soapbox about! :) I think April Dunford defined positioning best when
she wrote, “positioning describes the s
Director of Product Marketing at Backbase • February 22
A good question - there are many definitions around. What matters the most is to
align your own organization with those definitions. Here are the definitions we
agreed on in my organization: Value P
8 answers
Vice President Product Marketing / GTM at Wrike • April 9
Generally, product marketing creates messaging guides for new products,
features, pricing, campaigns, company positioning, etc. While develop the
messaging guide, we typically solicity input from oth
Sr. Director, Product Marketing at Heap • June 9
I mentioned in another post that I have come up with a structured process for
messaging development. with my team of product managers and product marketers, I
work through a series of questions that
Head of Product & Growth Marketing at Qualia • August 24
In my view, the whole point of messaging guides is that they are shared as
widely and as openly in your organization as possible. We actually keep a
"launch tracker" document (google sheets file) that
Vice President of Product Marketing at Workato • September 28
One thing I try not to do is share content or messaging without walking the
person I want to get feedback from through the context and purpose live on a
call/zoom. Sending something over for feedback
What I’ve learned from great leaders who are able to inspire and motivate is to
gain consensus before you walk into the room. This is pretty much how I have
shared messaging guides internally to ensur
Director of Product Marketing & Lifecycle Marketing at Loom • December 2
We are still working on refining our process here, however, our usual process is
to attend the commercial team all-hands to notify them of any new messaging
guides and materials and then we record a m
Co-Founder at Messages That Matter • February 13
I have my clients create a team responsible for positioning a B2B product and
seeking input and feedback throughout the process from key stakeholders -
especially sales. Once the team is confident tha
8 answers
Head of Marketing, Confluence at Atlassian • October 31
What's the saying, "imitation is the best form of flattery"? It's impossible to
prevent competitors from copying your messaging (and product to some extent
even). Instead of worrying about those tha
Product Marketing Director at Blue Yonder • November 5
You can't stop competitors from copying your product messaging. That will
always happen in highly competitive markets. But organizations can focus on
building differentiated products.
VP, Product at Barracuda Networks • November 14
Two great answers already submitted for this one. I would just add that it's a
good signal when they copy your messaging. That means it's good. Keep talking to
customers as their needs evolve and evol
Product Marketing Director at Eightfold • January 10
Great question! But I'm going to blow up your premise right away: You can't
prevent others from copying you. Imitation is the sincerest form of flattery,
right? So instead of telling you how to dam up
Head of Marketing at Landed • May 7
I’d focus mainly on all the things you can do to stand out: Make your visual
layout, pricing and customer experience unique to further differentiate your
offering from competitors. The messaging is t
CEO at AudiencePlus • January 28
This is an important question that points to the relationship between brand and
product marketing in context of competitive strategy.Short answer, I wouldn't
optimize around the competition -- as ther
Co-Founder at Messages That Matter • February 13
If you are taking advantage of the power of consistency and repetition, you need
not worry if your competitor copies your product messaging. Since your target
audience will associate your company with
4 answers
Sr. Director of Product Marketing at Pendo.io • June 25
Going to cop out on this one a little bit (all the parts are important!) and
just tell you how we did it at HubSpot. There are many ways to slice it but our
approach has worked really well for us. We
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog • April 19
There's very little I can say that someone like April Dunford hasn't said better
and I find her approach relevant across b2b (where she developed it) and b2c.
The following homework is required, in my
Co-Founder at Messages That Matter • February 9
The most important aspects of product positioning are to have a thorough
understanding the customer and the competition. Your positioning statement
expresses a benefit that solves a pressing customer
Do you see these as separate, complementary, the same thing, or else?
7 answers
Director of Brand and Product Marketing, Twilio.org at Twilio • July 16
These are all interrelated. Messaging: Includes value propositions, your story,
and pitch. Also includes things like naming, alternatives, and taglines. Value
Proposition: These are the top benefits
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian • July 16
Thanks, Diana. I see Messaging as a broader element and which can be broken
down into: - Corporate / Brand messaging - Segment messaging - Solution or
Product Messaging As for Pitch and Story, I ag
CEO at AudiencePlus • January 28
Interesting! I'll take a stab at it.My sense is that all of these fall under the
parent bucket of messaging and positioning. Value Proposition is a subset of
messaging that refers to the benefit of th
Head Of Product Marketing at 3Gtms • February 16
Very straightforward question, with anything but a straightforward answer. They
are each distinct... with roughly an 80% overlap with one another. The biggest
differences are whether they are buyer-sp
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog • April 19
I like this kind of question because so much time is spent at work getting
humans to agree that we're talking about the same thing. My particular answers
are less important than creating a shared lexi
Vice President, Product Marketing at DigitalOcean • February 6
[Warning] Extremely Opinionated Zone starts now :) Value Proposition answers the
question of whether buying your product is a good value exchange for the
customer/prospect. The pain you are reducing