William Davis
Vice President of Product Marketing, Workato
Content
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
2201 Views
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
829 Views
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
626 Views
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
494 Views
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
437 Views
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
416 Views
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
399 Views
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
393 Views
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
322 Views
William Davis
Workato Vice President of Product Marketing • 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 think you should always weave in competitive positioning into it. Whether positioning against a vendor or against the status quo...i......Read More
319 Views