Adventures in Messaging S02E11: With Jarod Greene, Vice President Product Marketing at Highspot

In so many ways, messaging doesn’t belong to your company.

It belongs to your customer. Your buyer.

And the companies who get closest to the customer — and use their insights and language to help guide messaging strategy — are the ones who win.

In this episode of Adventures in Messaging, the awesome Jarod Greene, VP Product Marketing at Highspot, discusses this outside-in approach to messaging and positioning, and some of the ways his team brings the voice of the customer in. Including:

--- Getting real about *actual* win themes and customer value (and never assuming it was just that awesome feature that did it)

--- Listening to your customer’s *actual* language (and not imposing your own internal spin on it)

--- Making interviews with lost prospects and surveys with ICPs a part of your process

https://www.highspot.com/