Liza Sperling

There are a lot of frameworks and approaches to positioning and messaging, but I’ve found that a simple document including the following elements is most effective: Tell...

Positioning is a strategic internal exercise to define how your offering is uniquely differentiated relative to market alternatives. Positioning informs all messaging. M...

Conversion rates across the funnel - Did the messaging drive the desired actions at each customer touchpoint from initial engagement to sign up/trial/purchase Landing pa...

Getting feedback from stakeholders is valuable to capture insights and feedback from customer-facing teams and to foster healthy internal partnerships. That said, positio...

It's a good idea to start with overall product positioning and messaging ("P&M") as a foundation for general or evergreen marketing channels and campaigns. Channel ow...

I love this question because balancing what feels like competing goals is one of the most challenging aspects of being a product marketer. The reality is that these aren'...

With a team of two product marketers, I'd opt for collaboration. Why? Well, product marketing teams are small, but collaboration is how we make 1+1 = 3. Differentiating y...

In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your pro...

We generally start with the launch goals and then define more granular metrics leading up to the launch goals to measure the effectiveness of our messaging. Here are some...