Product Marketing - Messaging Strategy

Empowering other teams to be self-sufficient with product positioning & messaging is challenging, especially for complex products with multiple value drivers. How do you ensure everyone understands and deploys messaging effectively without taxing PMMs?

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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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Has B2B and B2C messaging becoming more similar as time has gone by?

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

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Can you share an example of how you built messaging for a product launch?

Not the framework used, but the actual process flow from start to finish using a previous product launch.

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How would you start the process to create a new product category?

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How do you start a Product Marketing area in a company with no PMMs?

My actual job is for this ED Tech that delivers training sessions for school staff and teachers about everything related to Google Workspace. I've been a PMM before this job and keep seeing many gaps from sales enablement to erroneous messaging. A PMM would help with these demands, but I don't see how to make it happen.

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What is your approach on developing messaging for new product/features?

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What is a strategic way to develop messaging for a launch and then continuously update it to align with market feedback? How much data do we need before we update messaging?

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Considering different buyer personas, how do you choose the right delivery channels to ensure clear, targeted messaging while avoiding overcomplication or message inconsistency?

In marketing and sales, it's important to tailor messaging to resonate with different customer segments. This often involves using a variety of communication channels, but it's crucial to find the right balance. Using too many channels can be overwhelming for customers, while too few might limit your reach or dilute the message.

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When do you consider revisiting messaging hierarchy for products?

When has a product changed so much that it needs a new message house? What considerations are needed when a product has been re-branded?

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I'm a PMM who typically executes campaigns, develops sales collateral, manages product launches, etc. How do I gain experience developing high-level company messaging, category creation/development, etc?

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Once you have identified your differentiators or a small set of pillars/themes you want to push, how do craft that messaging, what type of formats, how, where and for whom will they be used?

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What is your largest challenge when faced with globalization and localization for messaging, and how do you accomplish it - get it done?

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What messaging techniques are effective to build greater trust in AI/ML features of products and solutions?

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Which marketing channels do you use to reach dev audience during your launch? Do you ignore emails? Do you use dev communities?

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For a highly technical product offering, how much messaging emphasis should be placed on technical value versus overall business value that your solution provides?

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How do you drive alignment across the exec team on messaging

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When is it time to update/revise messaging? Is a regular update cadence wise, or is it product/market dependent every time?

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How do you handle disagreements about who is the ICP for your product?

You feel the need to message on point for an ICP type "A", but you're getting pushback from the team that the ICP is "G". Should you follow you gut or do some form of A/B to please everyone?

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What steps do you take to ensure your messaging is clearly communicating the value prop?

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How do you manage the sign off process for specific positioning and messaging for a campaign, use case or feature launch?

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When you're messaging for a product that doesn't fit into a category, should you use messaging that alludes to products they're familiar with to make it easier to digest or be bold and describe it as something new?

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We often hear that messaging should be differentiating. How can that be achieved?

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What is your messaging strategy for a new product that is early in its lifecycle, but is a differentiator for the company?

The promise of it is alluring but actual applications and the back end infrastructure is not ironed out yet.

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How often do you re-iterate on messaging and why do you do it at this interval?

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How do you choose between use case messaging vs persona based messaging?

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When crafting B2B messaging, what is your approach for mixing functional vs emotional benefits and why?

How do you leverage the emotional, personal benefits for the B2B buyer knowing that they also have to sell the product internally based on rational, company benefits?

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

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What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?

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How do you get internal teams to adopt new messaging?

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What is your process for collaborating with public relations / analyst relations teams to ensure messages are relatable and understood by various audiences?

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How to develop messaging for a mature company entering a new market with a huge brand recall vs a new company?

How would you approach the two different scenarios? Is there difference in the messaging frameworks that you'd use to ideate, evaluate and promote messaging within organizations? How would you go about it and what would be your exact approach?

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How do you build messaging for an audience that has historically used a competitor's product? Is this any different in solution marketing?

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After you have developed messaging, how do you put it to practical use?

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When you have several ICPs in a global market, how do you separate the messaging on your website? Are “solutions” pages enough? Should we have TOF content for each ICP?

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When your platform does many things, how do you prioritize your messaging hierarchy?

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What is your process for developing portfolio messaging and how is it different from developing product messaging?

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How do begin to formulate your messaging? Do you generally begin with the product management team, sales team etc?