Ruth Juni
Director of Product Marketing, Demandbase
Content
Ruth Juni
Demandbase Director of Product Marketing • May 5
When it comes to creating aligned messaging, I typically like to start with a framework for creating what I call the foundational messaging. I start with understanding the pain points and how we solve those pain points. Based on that, I then think about what the core messages are that I want to g......Read More
711 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
Choosing the right channels to activate your audience when launching a new product depends on 1) your target audience 2) your budget 3) your goals. If you are launching a new product that you want to drive awareness on with new business, advertising is often used because it has broader reach. Wit......Read More
571 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
For product messaging, I tend to prioritize and focus on the benefit promise that the product delivers and the key benefits and features that support that benefit promise. If I try to also account for the brand message, it makes the product message less specific and less impactful. You may lose o......Read More
547 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
There are multiple ways to test messaging before launching a new product. One way is to do qualitative message testing with focus groups or in one-on-one interviews. You would create the various messages you want to test and then use the focus groups or interviews to get feedback on the messages.......Read More
507 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
One of the more challenging areas when it comes to writing messaging is consolidating the research and trying to make sense of all the information you have. I find it useful to collect my data in a working document to make it easier to reference as I start to write my messaging. The first step I'......Read More
482 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
I find it's easiest to start with a messaging framework because that helps you organize your thoughts around the target, benefit promise and key reasons to believe. From there it's an iterative process to create, get feedback, and refine your messaging. It's also best to keep the customer in mind......Read More
456 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
To build greater trust in AI/ML features of a product, I would focus on a couple of different aspects. The first is the quality and quantity of data being used to train your AI/ML models. People like to know that the data is ethically sourced and accurate. Usually quantity of data also helps to v......Read More
440 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
Having worked for a consumer packaged goods company at the start of my career to now working for a tech company, I have seen my share of B2C and B2B messages. In terms of common themes I've seen, I'd say time savings, productivity and convenience are common ones that can easily apply to either se......Read More
421 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
I think the key to keeping at pace with the needs of the company while maintaining consistency is to have brand messaging that is aligned to your unique value propositions (UVPs). Then you can run integrated campaigns throughout the year that support each of those UVPs. This ensures you stay cons......Read More
410 Views
Ruth Juni
Demandbase Director of Product Marketing • May 5
I recently ran into this issue when creating messaging for a new product page for our website. We had multiple stakeholders that weighed in on messaging and it definitely made the process take longer. I think there are a couple of ways to address this: * Identify the driver and ultimate approve......Read More
407 Views