Messaging
7 Answers
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for Artists • October 26
Quantitatively test your messaging through experimentation: * A/B test different types of messages on your website * A/B test different types of messages through paid social & organic social * A/B test different types of messages through SEM — I find this to be the easiest channel to e......Read More
1771 Views
10 Answers
Typing quickly, so excuse any typos! Competitors will always have a common set of features. Every pizza needs a crust and some toppings – what they are, how they manifest, how they taste – that's what's different. So, first, I'd think: 1. What's unique about my set of features? Are they s......Read More
913 Views
16 Answers
April Rassa
Aventi Group Product Marketing Consultant • September 28
Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write wi......Read More
1634 Views
Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
14 Answers
Mike Flouton
GitLab VP, Product • August 3
IME this should sit in engineering, but it's generally not a bad idea for the copy writer to solicit PMM feedback. PMM needs to be hyper focused on strategic tasks. This is a good example of a tactical distraction.
577 Views
11 Answers
Diana Smith
Hashi Senior Director of Product Marketing • July 16
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
4224 Views
10 Answers
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 10
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More
1468 Views
20 Answers
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXP • September 9
It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1773 Views
7 Answers
Jodi Innerfield
Salesforce Senior Director, Product Marketing Launch Strategy & Emerging Products • November 29
Your messaging should speak the language of the customer. If your audience is technical, you can use the language that they are familiar with to articulate the value of your product. You don't want to go too jargon-heavy, but for example, if you're product helps streamline API management, and you......Read More
2816 Views
2 Answers
N Ali
April 9
Here are recommendations: 1. Keep it in one main "document" whether it's a wiki page, Excel, Powerpoint, or Word file with sections for feature and/or product launches. 2. Make sure the main document has a ToC, preferably one that is automatically generated. 3. If one document becom......Read More
259 Views
1 Answer
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing • April 18
I love this question and I'm a huge fan of JTBD again from my time at Intercom where this was a huge part of how we build and marketed our products. This actually needs to start before you get to the messaging stage. This needs to start at the product scoping stage, where you and your product t......Read More
445 Views