Messaging
Messages That Matter Co-Founder • May 10
The only way to claim a position in your market and give it staying power is to get everyone in your company telling the same story about the company and its product(s). ...
208 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
The messaging framework explains the why. Sales tools give reps what to say in the next 10 seconds.What actually gets used:Business outcomes: Speak in the words your cust...
625 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
The assumption: good information wins.The reality: clarity and leading with the "why" wins.What I learned the hard way: even for the most technical products, we're all hu...
594 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Validation shifts as the product matures. What "landing" means at launch isn't what it means at scale.Pre-launch: UX panels with ICP buyers. Internal "explain it back" te...
635 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Two layers: does it convert, and does it travel.Convert: landing page conversion, demo-to-opportunity rate, win rates against named competitors, sales cycle lengthTravel:...
606 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
The ones where buyers actually spend time, not the ones marketers love to optimize:Sales call openings. The first 30 seconds of every demo is messaging real estate most P...
609 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Start with conversations.Talk to 10 customers who recently bought. Ask why they switched, what they almost bought instead, and what they'd tell a peer. Record everything...
637 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Think of it like writing a book, not rewriting one. You're adding new chapters with smooth transitions, not throwing out the manuscript every quarter. Constant rewrites c...
595 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Compelling messaging spreads without you pushing it. Everything else is a leading indicator.Tests my team runs:The Gong parrot test. In your next 10 discovery calls, coun...
633 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Tap into our inner child, which loves to hear the words "let me tell you a story...".Use real world examples that relate to your audience Create a story arc for the prese...
609 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
Frameworks are guides, not scripture. The mistake I see most often is PMMs treating classic frameowrks like a fill-in-the-blank exercise instead of a thinking aid.How I r...
1114 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
The best inspiration comes from watching how mature B2B brands solve specific messaging problems, not generic "great copy" lists. Where I actually pull from:Enterprise B2...
641 Views
Okta Senior Manager, Product Marketing & Analyst Relations • 1mo
The metric many PMMs overlook is whether sales reps actually use the messaging without being told to. Pipeline numbers matter, but adoption is the leading indicator.Here'...
1917 Views
Iterable Director, Platform Product Marketing • 3mo
Think like an owner, stay relentlessly curious, and build real cross-functional empathy. Those habits compound fast and will accelerate your growth tremendously.Adopt an ...
12254 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3mo
PMMs should own customer interviews and customer stories — this gives you direct access to customer language and pattern recognition without depending on sales to grant a...
419 Views
Atlassian VP of Product Marketing • 3mo
Use Wynter for structured message testing and tap into your existing community for live feedback — both are fast, practical ways to validate messaging before launch.
We ...
399 Views
Atlassian VP of Product Marketing • 3mo
Don't co-write messaging with stakeholders — come as the expert with receipts, and be clear about whether you're seeking approval or co-creation, because those are very d...
382 Views
Atlassian VP of Product Marketing • 3mo
Go back to basics: identify the truly unique problem you're solving, then use real customer language (not AI-generated copy) to express it in a way that genuinely resonat...
396 Views
Atlassian VP of Product Marketing • 3mo
Use a message house framework, but shift toward mocking up messaging in real-world formats (webpages, press releases) rather than treating it as a purely abstract documen...
393 Views
Iterable Director, Platform Product Marketing • 3mo
This is such an important question right now. The biggest mistake I see: companies positioning AI as the benefit/ value of a new feature release. It’s not. AI is the mech...
488 Views
Iterable Director, Platform Product Marketing • 3mo
A strong messaging framework should create clarity, force prioritization, and make execution easier across teams. The key elements I always include are:1. Problem stateme...
498 Views
Iterable Director, Platform Product Marketing • 3mo
I always start big. I zoom out and ask: what’s happening in the market right now, and what is the customer actually struggling with today? What pressures are they under? ...
488 Views
Iterable Director, Platform Product Marketing • 3mo
If you have the budget, platforms like Wynter and others make it incredibly easy to pressure test positioning with your target audience and get feedback in 24 hours or le...
595 Views
Iterable Director, Platform Product Marketing • 3mo
My biggest tip: don’t just mash two value props together and call it “better together.” That falls flat every time.Great 'better together' messaging comes from finding wh...
639 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
I think the stage/maturity of your market is a lot more important than the stage/maturity of your product.
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346 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
Here are a few ways you can test for message market fit before investing heavily in campaigns:Hire a research firm to do message testing with your ICP through interviews ...
430 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
This is the process I have usually followed:Get all your key stakeholders on a call and align on the objective first. What would success look like? Is there a metric that...
514 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 3mo
A/B testing is difficult in B2B as sales cycles are long and more often than not, there’s not enough volume to prove statistical significance. Even so, here are some thin...
2063 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3mo
Compelling messaging sits at the intersection of deep market, product, and customer understanding.If I were sitting down at a blank page & needed to craft compelling ...
691 Views
What’s your advice when having to adapt your messaging to a new market for your product (say adapt your messaging from USA to the UK)?
What’s your advice for a global company/product: should they have a global message or adapt it to every market they sell into?
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3mo
My biggest advice is to do a bit of research to make sure you even need differentiated messaging in other markets before going through all of the trouble.Things you shoul...
744 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3mo
Yes, the approach to creating messaging can vary for channels (website/email/paid social, etc) and altitude (product launch vs brand campaign) but only slightly. You stil...
772 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3mo
Frankly? Don't. :-|Messaging doesn't exist in a vacuum, and at the very least you'll want to do some light research to gut check against existing messaging (if launching ...
2279 Views
How do you think about developing industry solution messaging and where that sits in the hierarchy of platform and products?
We're developing industry messaging so our customers believe we have a solution for them since the platform messaging is too generic.
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
Product and Solution messaging are different (and complementary) sides of the same coin. To answer this, I think it will help to loosely define how I look at some of thes...
4119 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
As a general rule, I think your brand voice should remain consistent. It's part of your company's identity. It can be playful, conservative, or a combination of a hundred...
2113 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
There is absolutely a risk in drawing a conclusion too quickly. Moreover, I'd contend it's much harder to get a signal on whether messaging resonates than most people thi...
2534 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
One of the biggest challenges in marketing is creating hard-hitting messaging that's relevant to a wide range of audiences. The bigger the surface area you apply force to...
2865 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
There's no one right way to do this, but there are a lot of ways to get it wrong. So, rather than a definitive answer, here are some dos and don'ts.
Don't:
Throw it Ove...
3329 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
It may sound pedantic, but I think the two most helpful things you can do are to 1) Read and 2) Write.
Read: There are so many good writers out there. And, you can pick...
3846 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 11mo
People say that "design is art, with a purpose." I believe the same can be said about messaging. It's storytelling with a purpose. To be effective, you need to know what ...
11761 Views
How do you define messaging at your company?
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.
Carta Vice President Product Marketing • 2y
Anything by Trout and Ries (ancient, I realize), or April Dunford. April's 'Obviously Awesome' book is an quick and fascinating read, and while it focusses on positionin...
1780 Views