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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Vice President of Product Marketing at Workato • September 28
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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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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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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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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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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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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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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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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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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