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Messaging
1 Answer
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • November 30
There are two big "reasons" to refresh messaging: your product changes, or the market changes. When your product changes or you add new features, that's a pretty clear time to make sure your messaging reflects the latest benefits and values for your customer. Changes in the market will impa......Read More
2274 Views
2 Answers
Josephine Ruiz-Healy
Spotify Associate Director of Product Marketing • October 27
Quantitatively test your messaging through experimentation: * A/B test different types of messages on your website * A/B test different types of messages through paid social & organic social * A/B test different types of messages through SEM — I find this to be the easiest channel to e......Read More
1387 Views
1 Answer
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • November 30
When I was at a small startup we would use email subject lines, webpage copy and CTAs, and paid media banners to test our message. It's a quick and cost-effective way to A/B test what resonates with your customers. You should also always talk to your sales teams and see if your message/narrati......Read More
2271 Views
1 Answer
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy • November 30
Your messaging should speak the language of the customer. If your audience is technical, you can use the language that they are familiar with to articulate the value of your product. You don't want to go too jargon-heavy, but for example, if you're product helps streamline API management, and you......Read More
2272 Views
16 Answers
Gregg Miller
Oyster® VP of Product Marketing • October 9
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
3442 Views
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
10 Answers
Marcus Andrews
Pendo.io Sr. Director of Product Marketing • June 26
Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross functional role in marketing. Creating alignment, securing buy-in, and building momentum around a launch ......Read More
4058 Views
13 Answers
Chris Mills
Wrike Vice President Product Marketing / GTM • April 10
It depends on the competitive dynamics in your market. Are you the market leader or a new emerging alternative? What are the important buying factors in your market and with your buyers? Is price a primary buying consideration (hint: it often is not unless you make it that way)? It's always impor......Read More
944 Views
16 Answers
Rekha Srivatsan
Salesforce Vice President Product Marketing • February 6
I like the positioning doc to address your audience need, how do you stand out / differentiated, what do you provide and white space. For example, if you have customer need, you can easily come up with the FOR and WHO; if you have white space, you can fill in the UNLIKE; and if you have unique ca......Read More
1861 Views
7 Answers
Pranav Deshpande
Vanta Senior Product Marketing Manager • May 11
I've written about this in detail on my blog here, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc as a living document that will evolve with your business. The framework I like to use involves starting with jobs to be......Read More
2606 Views
2 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • November 13
I generally think of PMM owning areas of responsibilities, a subset of which is key assets. I point this out because assets are tactical elements and may change depending on need. That being said, generally, I've seen PMM owning the following assets: 1. First Call Deck 2. Demos and Demo Scri......Read More
1278 Views