Eileen Huang

There are many ways to structure messaging and positioning docs. Effective frameworks usually contain these key components, which I’ll share with an example from a recent launch: * Target audience * CIO and executive IT * Market trends (why now) * With AI on the rise, the office of the CIO is responsible for creating an AI strategy that supports their employees’ experience while maintaining data security and privacy. * Value and differentiators * “Build the right foundation for AI by securely integrating work data” * “Deploy AI confidently with safeguards & transparent controls” * “Surface intelligent insights to deliver greater ROI at every level” * Proof points and use cases * Customer and analyst highlights from Zscaler and IDC

Once messaging is developed, internal teams use it in a number of ways including: * Marketing: Webinars, emails, web refresh, social, blog posts * Sales: Pitches, collateral * Press, analyst, and investor relations: Previews and debriefs * Executive leadership: Internal socialization and external pitches As product marketers, we can support our cross-functional teams by translating messaging into formats that would be most beneficial for our teammates, including one-pagers and pitch decks.

Alignment across the org is critical to having strong internal and external messaging. I take these steps to gain org-wide alignment: 1. Identify executive/key stakeholders & goals * Determine which executives will be part of the development process, which will be informed, and the elements they feel are critical to convey * Understand the goals of the teams that will use your messaging and the components they need for their work streams 2. Support messaging with data * Research the latest market trends relevant to the target audience, how the audience is responding to those trends, and the competitive landscape * Gather input from internal research teams and subject matter experts 3. Keep stakeholders in the loop * Check in regularly with stakeholders throughout the development process and share key insights that shaped the messaging 4. Launch and support * Share messaging in a live setting to generate excitement for the story and answer questions that are top of mind * Go on a roadshow and attend team meetings to dive deeper into the story * Host office hours to support teams using the messaging to guide their work streams

Al has been instrumental in streamlining the way I work and how I personalize messaging. Top ways I use AI to streamline operations: * Generate summaries on meetings * Write status updates * Create follow-ups for next steps How I use AI to personalize content: * Deep dive into market data, persona pains and priorities, and competitive analyses * Surface relevant frameworks and templates appropriate for specific marketing channels and audiences * Refine content to reflect my company’s tone and brand Using the right prompts and training AI to deliver what you need is a critical step. Check out these simple tips that you can implement right away!

When deciding between which offerings to surface in messaging, I consider these factors: * Target audience: What do they care about and why? * Differentiators: What does our solution uniquely offer? * Customer sentiment: What are users most excited about? The answers to these questions help me hone in on the value I’d highlight to pique the curiosity of potential customers!