Messaging

7 Answers
Div Manickam
Div Manickam
Mentor : Workplace Wellbeing | Authentic Leadership | Product MarketingDecember 5
This is something we would like to get better at within our team. We aspire to be persona-led and data-driven, but don’t have processes/tools in place to perform the right testing for messaging and positioning. Today, we are able to test messaging and positioning with the sales teams(joining cust...Read More
1085 Views
12 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
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
3244 Views
1 Answer
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingMay 20
In my opinion, the messaging should focus only on what resonates most with the prospect. If you have differentiation, but the prospect doesn't care, or it's not resonating, it's not a strong enough differentiator, and it will likely weaken your messaging. Look for other opportunities to differen...Read More
169 Views
5 Answers
Diego Lomanto
Diego Lomanto
Ada Chief Marketing OfficerMay 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 for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge...Read More
2496 Views
1 Answer
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingMay 17
A few strategies that I've used to share messaging pillars with my organization include: * Creating a hub in our intranet that provides view-only access to personas and high-level messaging (I share the full messaging doc only to the teams that need it) * Conduct an internal enablement ...Read More
176 Views
What are some effective strategies for writing clear and compelling messaging?
This is something I've been struggling with since becoming a PMM
1 Answer
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingMay 16
* A few rapid fire thoughts on writing clear and compelling messaging: * Start by writing your messages in simpler plain English and don’t worry too much about how it sounds yet * Ask yourself, “so what,” and “who cares?” Does it pass the sniff test? * If not, make sure...Read More
446 Views
7 Answers
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 26

Here's my messaging framework! Feel free to make a copy and try it yourself.

838 Views
1 Answer
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingMay 16
* A few years ago, we had a bit of long-running internal debate about whether our target audience was more interested in “customization” or “guided study.” There was a product philosophy that we should offer guided options as much as possible to reduce friction. While that premise made ...Read More
471 Views
1 Answer
Caroline Walthall
Caroline Walthall
Quizlet Director of Product and Lifecycle MarketingMay 16
It’s likely no secret that generative AI can be a helpful thought partner and writing sidekick to any PMM. If you haven’t started experimenting with ways to integrate it, there is no time like the present. In the last few months, I’ve been loving using the “Copywriter GPT” on ChatGPT to ask for l...Read More
446 Views
7 Answers
Christine Shannon
Identify the problem you're aiming to solve (their pain point), discuss the ideal state (what could it be like if it were solved), and how you can solve it. Then distill this down and down and down until you have a short statement that you can use in marketing. When thinking about your marketi...Read More
277 Views