Michael Peach
VP of Marketing, Rimsys Regulatory Management Software
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Video: Adventures in Messaging: E07 with Michael Peach, Head of Product Marketing at Tray.io
VP of Marketing
Messaging is always hierarchy. You have a top-level story that speaks broadly at
the company, brand, or product portfolio level. Then you ladder down from that
into more specific messages for specific products, industries, or audiences.
They key is to start at the top and work down. That way your...more
VP of Marketing
Yes, there are two changes from a messaging perspective that I've made this
year. Everything this year is unprecedented, but the changes are similar to
things I did in 2008 as well. The first thing was to pivot top-line benefits
from growth to efficiency. In a recession, you have to be able empha...more
VP of Marketing
This will depend a bit on the specific market or product, but I'd suggest the
following:
* Your customers
* Your product team
* Your sales team
* Your leadership team
* Industry analysts or influencers
Customers can be a really valuable source of messaging feedback that often gets
overloo...more
VP of Marketing
Never. That's probably not a practical answer, but I'm always tweaking and
refining messaging. Obviously we don't contstantly roll out changes to the
market, but I think PMMs should have that mindset. I generally think that every
launch is an opportunity to update your messaging, and in the absen...more
VP of Marketing
It's ultimately up to the PMM team to drive engagement and feedback on
messaging. One of the easiest ways I've found to do this, is to link messaging
discussions with launch planning. Not everyone on the leadership team is
passionate about messaging, but I've found that most people do care, and w...more
VP of Marketing
I actually don't think this matters all that much. Messaging should be anchored
in the outcomes your product delivers to your target persona, and the key
differentators that make you uniquely suited to deliver those outcomes. That
doesn't change based on your market position.
Where this could ...more
VP of Marketing
Yes - I think there are 3 things you need for good messaging:
1. A clear understanding of who you're targeting. The target persona, not the
vendor is the "hero" in your story. Product marketers too often make their
product or company the main character.
2. A clear understanding of how ...more
VP of Marketing
I think there are two ways to look at this. One is differentiation. What,
specifically, does your product or company do that's different from
other/existing solutions. This should always key component of messaging. It's
the answer to "why us?". Intro presentations close on key differentiators, it...more
VP of Marketing
This is where the loss of conferences/events this year has been painful. One of
my favorite ways to test messaging is to attend conferences, work the booth, and
see how well different pitches land.
Another approach I've used is to test messaging through experienced sellers.
When trying out som...more