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Director of Marketing at Qualia
In my view, the whole point of messaging guides is that they are shared as widely and as openly in your organization as possible. We actually keep a "launch tracker" document (google sheets file) that has the latest on every launch we're planning. This document is publicly available and very wide...more
Head of Product Marketing at Heap
I mentioned in another post that I have come up with a structured process for messaging development. with my team of product managers and product marketers, I work through a series of questions that force us to define and articulate our differentiation. This results in a number of messaging frame...more
Principal Product Marketing Manager at Celigo

Thank you! This very helpful!

Director of Product Marketing at Iterable
At HubSpot we have a “master” positioning guide that exists for every core product and is shared on a central wiki that everyone can access. This positioning guide helps inform the work of marketers, sales enablement, and many other customer-facing teams. To ensure alignment we work closely with ...more
VP Product Marketing at SalesLoft
Generally, product marketing creates messaging guides for new products, features, pricing, campaigns, company positioning, etc. While develop the messaging guide, we typically solicity input from other teams and individuals including product management and other marketers like communications/bran...more
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