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
Category Creation
5 answers
Director of Product Marketing at HubSpot | Formerly Intuit, American Express, Sage • November 9
I have used several different messaging frameworks, but one that we are
leveraging quite a lot these days is the Jobs to be done framework, accompanied
by durable, evergreen messages that are centered
Great question! I am a HUGE fan of templates and frameworks. I create templates
and then modify them for each company so it better suits the needs of the
business. I've written a couple of articles on
Global Partner Marketing Director at ServiceNow • January 17
The frameworks that I use for positioning and messaging have changed over time,
as I've advanced in my marketing career in enterprise tech. Earlier in my career
(when I was in product marketing), we w
Co-Founder at Messages That Matter • March 23
I use and teach a positioning framework that was developed by my partner while
he was at Microsoft. We have evolved and enhanced it over time, and I have
taught the framework to more than 1,000 market
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 23
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
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 23
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
5 answers
Head of Marketing at Atrium • September 8
I found that making the shift to “solutions” or “platform” requires becoming
more business outcome focused in terms of your messaging. Rather than speak to
individual user-level features/benefits (e.g
Product Marketing, Senior Director at Replicant | Formerly MobileCoin, Zuora, Hired, Oracle, Responsys • April 13
It starts with the PMM team to come up with messaging that positions the
benefits of your solutions/platform. PMM’s own the WHY and not the WHAT. Please
refer to my other answers on frameworks and bes
Vice President of Product Marketing at Workato • September 28
When moving your messaging from product-centric to solutions-centric, you're
going to bring in experts in the solutions you're trying to organize around.
Whether that be industry, departmental or some
Product Marketing Lead at Google | Formerly DocuSign • January 25
Great question. To be frank, even for companies with a reputation of being open
and extensible, this one is always a challenge when you're in a Platform role.
Because at the end of the day, the Platfo
Embrace repetition, and get influential stakeholders on board. I've been lucky
to have worked in very collaborative, supportive cultures where any
repositioning and messaging was broadcasted at major
4 answers
CEO at AudiencePlus • January 28
It may be a controversial pov, but my perspective is that the analyst community
is getting disrupted by DTC user review sites like G2, TrustRadius, and the
others. Customer voice is just as powerful a
VP Product & Customer Marketing at Observe.AI | Formerly Clari, Vendavo, Amdocs • May 31
Analysts will not endorse any vendor directly. Your goal with AR is to help
shape their POV about the market, especially if this is a new category and
ultimately get well positioned on MQs and Wave re
Head of Product Marketing at HiredScore • July 29
I recommend creating a more high-level analyst stategy that outlines your actual
need for analyst partnerships. Once you and your stakeholders are aligned on the
need, you need to carefully select ana
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian • December 19
Spending more money with analysts won't guarantee a good placement in a Quadrant
or Wave. I've seen companies mistakenly spend money on: - Buying more seats or
licenses than they actually need; - Sign
3 answers
Senior Director Product Marketing at Roofstock • March 21
Well first of all, it’s always tough to be a team of one. You are definitely
going to have to ruthlessly prioritize and as a team of one, it can be easy to
get stuck as the sales content/collateral &a
VP Product & Customer Marketing at Observe.AI | Formerly Clari, Vendavo, Amdocs • May 31
Listen to sales/CS calls. As a team on 1 you can't be on every call but make it
a weekly habit to listen to at least 5-10 calls (you can listen at 1.5 or 2x
speed 😊). Be strategic about the calls you
Head of Core Product Marketing & GTM, ITSM Solutions at Atlassian • December 20
First, start with what you already have at your disposal, which will likely
include: - written customer case studies or success stories - requests that
customers have made in the past about product fe
3 answers
CEO at AudiencePlus • January 28
Not critical. In fact, you may be better off launching a new category into an
existing (and much larger TAM) than also taking the task of creating / expanding
a smaller TAM. The work that Gong and Dr
Head of Marketing at Atrium • September 8
I don’t think it’s super critical for there to be a “new role” when creating a
new category. When I was at Yammer, for example, we defined the “Enterprise
Social Networking” category but made it a mus
Vice President Product Marketing at ClickUp | Formerly Momentive, Gainsight, Marketo • December 20
You can create a category either way, but either way it isn't easy! Gainsight is
a great example of a company that created a category by building a platform for,
and championing, a new role that had
1 answer
Director of Product Marketing at Wistia | Formerly HubSpot, Buildium • November 30
The most important part of messaging is actually your positioning. I like to
think of it as a sculpture where positioning is the armature -- the most
foundational skeleton or bones of the thing. Witho
where do you start? what kind of classes? etc.
3 answers
Chief Marketing Officer at Ada • May 11
There are a host of good training options out there. Sharebird is a good place
to start and you can google alternatives as well. I mentioned a few books
earlier on as well - Al Ries and Jack Trout
Head of Marketing at LEVEE | Formerly Mezmo, Sauce Labs • October 11
Almost everything I learned about messaging I learned by watching other
companies who do it really well. These can be similar players in your space
(even competitors), or even products/brands you real
Director of Product Marketing at HubSpot | Formerly Intuit, American Express, Sage • November 9
There are a host of good training options out there: 1. Sharebird - a great
place to start. Here you can get real industry expertise and resources from
folks in the field 2. PMM Alliance - They have