How do you approach messaging and positioning when your category (and related product) is in a mature market segment (enterprise software)?
1 Answer
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • March 17
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
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Stephen Baloglu
Adobe Director of Product Marketing
Related Questions
release notes - any recommendations/guidelines you use in order to keep it informative and yet support the marketing efforts related? Do you ever develop quantitative insights for testing messaging (e.g. via survey, other)?What are the best practices that you have employed to create a closed-loop product messaging? When coming up with positioning and messaging as part of GTM plan, which key stakeholders/teams (in addition to product and sales) should weigh in?Are there any attributes or skillsets you look for in candidates when hiring for your team? Are there any that you would consider red flags?How do you create competitive intel that is really beneficial to sales (i.e. they actually read and use it)?