Anjali T. Cameron

We use a feature messaging brief (or initiative messaging for big projects) to communicate everything from the big picture to the fine details to internal stakeholders. T...

Be clear on your target and start there. If you’re a marketplace, force primary and secondary segments. And if you’ve got multiple business lines and segments with unique...

Agreed that often in the race to get a product to market, teams will put their best messaging idea forth, run it out for a quick test and then launch. I think there are a...

This continues to be an evolving process but we leverage a few things: Lead time - sharing the info early so the sales team can disseminate it via the right channels wit...

I’m a big believer in experimentation before your messaging hits customers. Typically in the product development and go-to-market planning cycles you have at least two, i...

For broader buyer trends, I’ve found focus groups with prospects to be effective. It’s a way to get in the heads of prospective buyers and see what’s on their mind. You c...

Great question and not an easy one. There’s a difference between saying, “let’s shift messaging to go upmarket but retain and continue to build for our core SMB base” ver...

I’d focus mainly on all the things you can do to stand out: Make your visual layout, pricing and customer experience unique to further differentiate your offering from c...

Similar to the question above on uncovering buyer trends, I’d suggest starting broad and then going narrow to develop market driven messaging. Start with a few key insigh...

We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of c...