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William Davis

Vice President of Product Marketing,
William Davis
Vice President of Product Marketing, Workato
MessagingFollow William
How often do you update messaging? And what is your approach when updating?
Vice President of Product Marketing at Workato
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 ...more
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How much bearing does your competition have on your messaging? How do you tackle/counter theirs?
Vice President of Product Marketing at Workato
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...more
MessagingFollow William
How do you like to go about incorporating voice of the customer into positioning and messaging?
Vice President of Product Marketing at Workato
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...more
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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?
Vice President of Product Marketing at Workato
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...more
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What are short and sweet messaging templates or frameworks that you and your team use?
Vice President of Product Marketing at Workato
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...more
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What are some strategies that you've used to share messaging guides internally and ensure commercial team alignment?
Vice President of Product Marketing at Workato
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...more
MessagingFollow William
At what point do you consider competitive information in your messaging?
Vice President of Product Marketing at Workato
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...more
MessagingFollow William
At our start-up we have a history of deeply understanding our users' needs and can create loyalty and retention. But we find we are so careful about getting it "right" when it comes to what our product does that we lose the succint, repeatable marketing message. Do you feel that a succinct, hook-worthy statement that is 80% "right" is better than a "right" statement that is convoluted and hard to remember?
Vice President of Product Marketing at Workato
A few thoughts on this one... I would focus less on whether your message is a certain length or tone but is the messaging serving the purpose as it aligns to your business objectives. I talked a bit about how to measure whether your messaging is working a bit earlier so take a look at that answe...more
MessagingFollow William
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?
Vice President of Product Marketing at Workato
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...more
MessagingMarket ResearchFollow William
What messaging and persona framework do you use? And how much of competitive positioning do you cover in Messaging?
Vice President of Product Marketing at Workato
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...more