Christopher C. Hines

VP of Strategy & Global Marketing (Acquired by HPE), Axis Security

Content

Does anyone have a good template used to document personas? I am specifically looking for software architect and software CTO personas.

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

This one is always an interesting piece. Our team developed persona profiles in house, but used some cool templates we found available on Google. We developed a persona profile template that includes the below: - Summary of the role - Responsibilities - Goals - Challenges - Relevant ass......Read More

1208 Views

How do you test your messaging? How can you know what your target audience likes/doesn't like? Is interested in or finds boring?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

One of the best ways to actually test your message is to speak with analysts. They speak with other vendors in your space, and take inquiries from customers all the time! Another great external resource is your customer base. Select 2-3 customers that you think would offer some strong advice a......Read More

877 Views

How often do you update messaging? And what is your approach when updating?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

This is a GREAT question. Messaging is one of those things that everyone wants to influence too so that can be a challenge. We try not to update our messaging too often, or it can impact the Sales team's ability to accurately tell the story to customers. We tend to develop a foundational message ......Read More

818 Views

How does product and launch positioning and messaging differ?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

Love this question. You want to make sure that you are always telling a story. Storybrand is a great template that I often use. It has 7 elements A hero Has a challenge They meet a guide Who gives them a plan Calls them to action Helps the avoid failure They succeed in the end Your ov......Read More

773 Views

Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

IMO I am a firm believe that positioning should not change, it should simply be enhanced. Define your foundational messaging for your product or service first. Once you have that, from release to release you'll continue to build on that message and show how this release is driving additional ......Read More

748 Views

When should messaging change for a product and how should that be addressed with internal stakeholders?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

Make sure you use your company's revenue and customer base as your sounding board here. If your revenues are suffering, and your current customers aren't purchasing more of your product this is a sign you may want to change the messaging. If you have a Sales enablement team, use them to mak......Read More

619 Views

How do you get Brand and/or PR teams onboard with new messaging?

Christopher C. Hines

Axis Security VP of Strategy & Global Marketing (Acquired by HPE) • April 2

One really interesting technique I have used is to start by writing a press release for any new major message update. Or for a major launch. This puts the brand/PR team in an arena they feel comfortable in, and forces you to really refine the message for this audience. Once you have a draft......Read More