Messaging Strategy

It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?

Messaging that is not just in one silo of the org. but goes through demand gen. campaigns and ISR/SDR pitches. Gather feedback from MQL, SQL's and pipeline generated from that messaging and finally use those insights to appropriately tweak the messaging.

At my company, the term gets thrown around vaguely and broadly and while mainly owned by PMM, sometimes it is "owned" by Content or Enablement so it gets confusing. I'm curious how each of you define it and how you have successfully defined it more concretely, so that it is clear what Product Marketing owns when it comes to messaging.

For example, when needing to communicate a price increase or end-of-life message?

I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

This fintech company wants to boost its brand awareness for its products around safety. The goal is to articulate and drive marketing strategies to promote the positive impact of their brand and build up trust.

Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?

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.

For an upcoming product release Product Management/Product Marketing/GTM partners all have differing ideas on which features are the most important.

Assume you're starting from scratch, as a new hire or launching a new product

or should messaging not change, but evolve?

Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?