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William Davis

William DavisShare

Vice President of Product Marketing, Workato
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William Davis
Vice President of Product Marketing at Workato 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 typical...Read More
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William Davis
Vice President of Product Marketing at Workato 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...Read More
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William Davis
Vice President of Product Marketing at Workato 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 wan...Read More
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William Davis
Vice President of Product Marketing at Workato 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...Read More
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William Davis
Vice President of Product Marketing at Workato 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. Sen...Read More
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William Davis
Vice President of Product Marketing at Workato 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 getti...Read More
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William Davis
Vice President of Product Marketing at Workato 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 ...Read More
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William Davis
Vice President of Product Marketing at Workato 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 mes...Read More
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William Davis
Vice President of Product Marketing at Workato September 28
Check out my answer above on how to weave competitive into your messaging.  Whether your working on messaging for a company, product, GTM motion, campaign, etc.. I thi...Read More
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William Davis
Vice President of Product Marketing at Workato 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? W...Read More
Credentials & Highlights
Vice President of Product Marketing at Workato
Product Marketing AMA Contributor
Lives In Jamaica Plain, Massachusetts
Knows About Category Creation, Competitive Positioning, Pricing and Packaging, Messaging, Solutio...more