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Do you use any specific frameworks for your messaging/positioning? If so, which and how does the process look like?

6 Answers

Pranav Deshpande

Vanta Senior Product Marketing Manager • May 10

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

1533 Views

How do you quantifiably test messaging? Rather than relying on anecdotes from the revenue organization?

6 Answers

David Esber

Twilio Sr. Group Manager, Product Marketing, Messaging • October 26

My first question is: what's the reason for not relying on your revenue org? Is there a lack of trust, challenges with prioritization, or something else? The best, most differentiated positioning means nothing if it's not being used throughout the customer journey – and since the majority of mark......Read More

8074 Views

I'm a product marketing team of 1 - what would you recommend as easy, every-day tools/actions that will help me understand our customers that little bit better?

4 Answers

Nikhil Balaraman

Roofstock Senior Director Product Marketing • 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 & product launch factory. So with the spare time that you have, I think a few things that can help ......Read More

453 Views

What are some common Messaging mistakes you see Product Marketers make?

10 Answers

Vivek Asija

Heap Sr. Director, Product Marketing • June 9

One of the biggest mistakes I see product marketers make is they forget that their buyer is human. They have appealed to business case, logic, industry research, and demonstrate ROI, but sometimes they fail to simply tell a human story. B2B software buyers are people too. And like any buyer of re......Read More

1101 Views

How much effort is it to market products that create new categories? As in time and touches vs. existing products.

Or in other words, what is the education/definition effort vs. competitive differentiation effort in a known category

5 Answers

Anthony Kennada

AudiencePlus CEO • January 23

A lot of effort. I think you need to be comfortable playing the long game. Think about it this way, if we took a “typical” marketing approach and started outbound prospecting into manufacturing companies on the iron belt asking them to be routed to the person who runs Customer Success, we would ......Read More

993 Views

What should you do if a competitor has already defined the product category in which you compete?

8 Answers

Anthony Kennada

AudiencePlus CEO • January 23

Is it clear that the competitor is currently the market leader? Are they a large incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead of you? If so, it may be the case that you are indeed in a challenger position for an already defined market in which the disruption ......Read More

996 Views

What's the most important priority for Product Marketing when developing a new category?

1 Answer

Martin Raygoza

Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 7

Some of the most important decisions you need to consider as a product manager are: 1. How competed is the new category?: There is no right answer. More competition means more barrier to enter but less means fewer information at your disposal. Just make sure your strategy consider the......Read More

2464 Views

What are the biggest mistakes you made when creating a category

5 Answers

Anthony Kennada

AudiencePlus CEO • January 23

Waiting too long to layer in the tried and true tactics that work. I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not convert well early in our years building Gainsight and Customer Success. Reason being, no one knew what CS was nor were they doi......Read More

921 Views

My company is at a point where we should begin creating our category. How would you go about that process step by step today, for a small and rising org? Thanks :)

1 Answer

Martin Raygoza

Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 7

Creating a category could be one of the most complicated process for any organization. It is very important that you make sure your company has the resources necessary for this. Here are 3 questions I would ask my business before thinking on expanding to new categories: 1. Will my core busine......Read More

2491 Views

Would you have any great external resources about becoming better at messaging that you can share?

5 Answers

Diego Lomanto

Ada Chief Marketing Officer • 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 for your Mind." I also recommend "Obviously Awesome: How to Nail Product Positioning so Customers Ge......Read More

774 Views