Don Fuss
Director of Product Marketing, ServiceNow
Content
Don Fuss
ServiceNow Director of Product Marketing • April 21
Messaging is the way you describe and present your product or service to the market. It will describe the customer or market challenge, your solution or product capabilities and the benefits provided. Positioning focuses more on what differentiates your product or service in the market. Messaging......Read More
714 Views
Don Fuss
ServiceNow Director of Product Marketing • April 21
There are plenty of resources to leverage to hone your messaging skills. LinkedIn Learning and Udemy have value proposition courses that provide overviews of how to build a messaging framework. Interview other product marketers who have shown great ability to message. Continue to test your messag......Read More
659 Views
Don Fuss
ServiceNow Director of Product Marketing • April 21
Messaging can best tested in numerous ways. Customers are a great source of feedback for messaging. Leverage key accounts or your Product Advisory Board to gather input. You should also test your messaging with customer facing employees (sales, customer success). The analyst community (IDC, Forre......Read More
593 Views
Don Fuss
ServiceNow Director of Product Marketing • April 21
B2C messaging usually taps into the personal components and can be more emotion driven. Benefits and value propositions are focused on outputs such as personal satisfaction and somewhat immediate needs. B2B aligns with a longer sales cycle and appeals to the business objectives of the business au......Read More
507 Views