Messaging
2 Answers
Greg Gsell
Attentive VP, Product Marketing • April 16
Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can also use tools like Gong for this. We are setting up a Revenue Advisory Board who will help give feedback while we are developing......Read More
532 Views
6 Answers
Christine Shannon
January 24
Identify the problem you're aiming to solve (their pain point), discuss the ideal state (what could it be like if it were solved), and how you can solve it. Then distill this down and down and down until you have a short statement that you can use in marketing. When thinking about your marketi......Read More
273 Views
5 Answers
Grace Kuo
Chan Zuckerberg Initiative Product Marketing • October 25
Generally my approach to this is to build a plan on how to socialize and get feedback. Ensuring that key stakeholders have time to review, provide input, edits, etc. will help refine and reinforce whether or not you're communicating the value prop. XFN teams that are critical: * Sales: is th......Read More
793 Views
7 Answers
Maureen Sitterson
Etsy Senior Director, Product Marketing • October 25
This happens a lot as a Product Marketer! While it's great to take multiple stakeholders opinions into account, product marketers have a unique vantage point in their organization that enables them to see the broader company context in a way that not all teams have access to. To manage conflictin......Read More
829 Views
5 Answers
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • October 25
Step 1: Create a DACI DACI stands for: Driver Approver Contributor Informed You can grab a free template: https://www.atlassian.com/team-playbook/plays/daci The Driver is responsible for making sure all stakeholders are aware of what’s happening, gathering information, getting questions answe......Read More
1432 Views
8 Answers
Maureen Sitterson
Etsy Senior Director, Product Marketing • October 25
I don't have a specific formula for re-iterating on messaging, because I firmly believe that it's important to critically evaluate messaging through multiple lenses with several stakeholders throughout the messaging development process. Landing a strong brief and aligning on it with all key stake......Read More
796 Views
6 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
1767 Views
What are the best practices that you have employed to create a closed-loop product messaging?
Messaging that is not just in one silo of the org. but goes through demand gen. campaigns and ISR/SDR pitches. Gather feedback from MQL, SQL's and pipeline generated from that messaging and finally use those insights to appropriately tweak the messaging.
5 Answers
Stephanie Kelman
Shopify Senior Product Marketing Lead • April 16
The best messaging needs to be closed-loop, meaning that it is used throughout all of the areas of business and receives regular feedback. Product marketing needs to be the owners and drivers of this messaging. * It starts with a solid messaging framework. Make sure your cross-functional tea......Read More
610 Views
Can you share the messaging framework that you use?
Would love frameworks to share.
6 Answers
Aneri Shah
Ethos Head of Marketing, B2B • October 26
Here's my messaging framework! Feel free to make a copy and try it yourself.
815 Views
6 Answers
Ha. Take off your marketing skin and try to channel your inner human. Is this how a normal non-marketing person would say it to their ride share driver or Trader Joe's bagger? Read it aloud. Then, read it aloud again to your friend or partner. If you can't say it with a straight face or any......Read More
486 Views