William Davis

Vice President of Product Marketing, Workato

Content

What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

William Davis

Workato Vice President of Product Marketing • September 28

There are a few different messaging and persona frameworks I have used for different purposes. Here are a few of my favorites. Positioning Statement - this is typically the foundation of any product/GTM positioning. * [Target Customer] For: describe who you're targeting your product at * [S......Read More

4273 Views

What are short and sweet messaging templates or frameworks that you and your team use?

William Davis

Workato Vice President of Product Marketing • September 28

Here are two I posted earlier in this session. Positioning Statement - this is typically the foundation of any product/GTM positioning. * [Target Customer] For: describe who you're targeting your product at * [Statement of need or opportunity] Who: describe the pain or opportunity you're o......Read More

1064 Views

How often do you update messaging? And what is your approach when updating?

William Davis

Workato Vice President of Product Marketing • September 28

As mentioned in an earlier response, you can't change messaging every quarter...it won't stick and you'll lose credibilty internally/externally. Generally, you'll want any strategic messaging you put out to last 18 months. I think updating once per year or in certain cases every 2 quarters can ......Read More

704 Views

How do you measure the effectiveness of the messaging behind a product? What would you do if you weren't able to A/B (example - if the product's audience were a handful of large Enterprise customers)?

William Davis

Workato Vice President of Product Marketing • September 28

When looking at the effectiveness of the messaging behind a product, I have always tried to focus on what are we trying to achieve with the messaging? How does the messaging tie back to overall business objectives? Answering that question can then help guide you to how to measure the effectiven......Read More

696 Views

When should messaging change for a product and how should that be addressed with internal stakeholders?

William Davis

Workato Vice President of Product Marketing • September 28

Changing messaging needs to be considered very carefully. You can't change messaging every quarter because you'll never get the adoption you're striving for and if the message changes too frequently then you may also lose credibility. That being said, your messaging is never fully "done". You s......Read More

524 Views

What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?

William Davis

Workato Vice President of Product Marketing • September 28

One thing I try not to do is share content or messaging without walking the person I want to get feedback from through the context and purpose live on a call/zoom. Sending something over for feedback without the right context can be disastrous...especially if they share with others and expand any......Read More

464 Views

What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?

William Davis

Workato Vice President of Product Marketing • September 28

When moving your messaging from product-centric to solutions-centric, you're going to bring in experts in the solutions you're trying to organize around. Whether that be industry, departmental or some other orientation, you will need the people who live and breathe these domains to ensure the mes......Read More

441 Views

How do you incorporate voice of the customer into positioning and messaging?

William Davis

Workato Vice President of Product Marketing • September 28

Any work on messaging needs to incorporate customers! When we're working on messaging for a campaign or a broader shift in messaging, interviewing customers and getting their feedback is vital. Often times, those conversations not only inform your messaging but also can tee up customer refere......Read More

429 Views

Do you create persona based messaging and or vertical based messaging for your product? What is the best format for your messaging document? And how do you get buy in and then distribute your messaging document across the organization?

William Davis

Workato Vice President of Product Marketing • September 28

Yes, persona messaging is a must always. I question I answered earlier has the framework I typically use for personas and an overall messaging structure. Vertical messaging can be required if your company targets specific industries - finance, pharma, etc. If your working with a horizontal pr......Read More

362 Views

How much bearing does your competition have on your messaging?

William Davis

Workato Vice President of Product Marketing • September 28

I think you should always consider what's happening in the market when defining any sort of messaging. What's gaining traction? What's causing you to win/lose deals? What growth opportunities are opening up? This must factor in competition. How is your messaging differentiated from the competit......Read More