Messaging Strategy

How do you leverage the emotional, personal benefits for the B2B buyer knowing that they also have to sell the product internally based on rational, company benefits?

How would you approach the two different scenarios? Is there difference in the messaging frameworks that you'd use to ideate, evaluate and promote messaging within organizations? How would you go about it and what would be your exact approach?

This is something I've been struggling with since becoming a PMM

Particularly interested in technical products, but also curious for nontechnical.

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.

At my company, the term gets thrown around vaguely and broadly and while mainly owned by PMM, sometimes it is "owned" by Content or Enablement so it gets confusing. I'm curious how each of you define it and how you have successfully defined it more concretely, so that it is clear what Product Marketing owns when it comes to messaging.

The promise of it is alluring but actual applications and the back end infrastructure is not ironed out yet.

For example, when needing to communicate a price increase or end-of-life message?

I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.