Product Marketing - Messaging

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Product MarketingProduct ManagementDemand GenerationRevenue OperationsSalesCustomer Success

Messaging

How do we sell the need to create educational content to the executive team, especially when it doesn’t drive much revenue? I believe it is crucial for customer lifecycle (awareness) and improving customer experience.

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How do you decide between the core vs. the non core offerings when doing messaging?

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How do you ensure that your messaging framework gets implemented company-wide?

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How can smaller companies discover what messaging/narrative really resonates?

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How to test messaging properly and convince leaders to change messaging that is not resonating?

Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?

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Do you focus your messaging on capabilities or benefits and why?

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How do you pitch and approve messaging with internal senior stakeholders? What are the best tactics you've previously used?

Messaging can be highly subjective. Therefore what are your best tactics to align the mindsets of different stakeholders (ie positioning) and then approve messaging? Especially when stakeholders usually agree in principle to positioning, but then disagree when final messaging and creative assets are made.

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Do you have any top tips for layering and reviewing your messaging?

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As someone new to product marketing, and thinking of seriously recruiting at my own company's product marketing team (I'm currently in customer success, have an MBA in marketing), do you think taking Product Marketing online courses are beneficial?

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What's an example of a company that you think does product marketing really well?

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