How do you approach messaging and positioning when your category (and related product) is in a mature market segment (enterprise software)?
1 Answer
Molly Friederich
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • March 18
Authenticity is key. Start by gathering verbatims from your existing users that capture why they chose your product, and double down on the impact that it has made for them. Critically, positioning is about customer value, so resist the trap of feature comparisons, especially in mature markets where features can translate to bloat.
922 Views
Top Product Marketing Mentors
Morgan Joel
Intuit Head of Product Marketing, QuickBooks Live
Nisha Srinivasan
Sr. Product Marketing Manager
Stevan Colovic
Sharebird Product
Claudia Michon
Automation Anywhere Senior Vice President, Product & Solutions Marketing
Surabhi Jayal
Sharebird Marketing Associate
Kelly Farrell
Intercom Product Marketing Manager
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite
Meg Murphy
IBM CMO, IBM Systems
Natalie Louie
ICONIQ Capital Product & Content Marketing
Harsha Kalapala
AlertMedia Vice President Product Marketing
Related Questions
What's your current favorite pair of shoes? Why?What's the difference between creating a category for just a specific product/service vs. for the entire company? (Micro vs Macro category creation)How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?How to test messaging properly and convince leaders to change messaging that is not resonating?Can you share your perspective and best practices for repositioning a mature, market-leading product? What messaging framework do you use?