Positioning, messaging, and ownership

Under10 Playbook

Who defines product positioning? Product managers are responsible for the features of the product and its positioning in the marketplace. The Marketing Communications (marcom or marcomms) organization is chartered with delivering the product message to the market.

Powerful Product Positioning: Follow These Three Rules

Proficientz – Product Management University

Powerful product positioning usually boils down to the best story, which is not always the best product. Great positioning is centered on the aspirations of your target customers and why those aspirations are so important to their success.

The Importance of Product Positioning

280 Group

In this video 280 Group CEO and Founder, Brian Lawley, is joined by Senior Consultant/Trainer, Tom Evans, who is a Product Management and Product Marketing expert.The topic is why good product positioning is so critical for your product and your messaging.

Sales, Positioning and the Nobody Zone

Proficientz – Product Management University

” Good sales positioning and discovery techniques can help you understand true buyer motivations so you don’t end up in the Nobody Zone. This stage is where your company messaging and solution positioning can fully engage buyers or push them away.

How to Package and Price Embedded Analytics

To get the position right, you’ll need to do some research into the main user classes that make up your customer mix. In meetings, adjust the position of the dots. the feature positions in your Packaging Decision Framework, noting where on the value scale (x-axis) each feature falls.

6 Product Positioning Strategies Misconceptions in a SaaS Business (and What You Can Do About Them)

Userpilot

When I started my first business 6 years ago (which has miraculously survived until this day) I didn’t even have a clue what “market or product positioning or product positioning strategies” were. Positioning is the context in which you present your product.

June BOM: Positioning

Pragmatic Marketing

June’s Box of the Month is positioning. Then you can create internal positioning documents for developing external messages that focus on each key buyer or persona. We’ll discuss the differences between branding and positioning , ways to strengthen positioning using product message maps , and why positioning should be done before gaining executive approval for a product or feature.

Lessons from Alexa’s Super Bowl Ad: Crafting In-App Messaging that Engages Users

Revulytics

If you’re leveraging an innovative channel like in-application messaging to talk to your users, but you’re not saying the right things, you might as well be berating their cooking skills like the Gordon Ramsey version of Alexa. In-App Messaging Marketing Product Management Usage Analytics

Can ruthless positioning be bloody?

Messages that Matter

The podcast host immediately pounces on my off-the-cuff assertion that you need to be ruthless when you do positioning. Messaging Positioning positioning effectively positioning ruthlesslyThat sounds very bloody,” says Kerry O’Shea Gorgone, host of the MarketingProfs podcast series “Marketing Smarts.” Kerry then quickly asks what I meant by being ruthless. Hear my response when the podcast goes live Wednesday at […].

In-App Messaging and In-App Marketing using ReachOut

Revulytics

Luckily Revulytics can make this easy for you with its ReachOut in-app messaging technology. What is In-App Messaging / In-App Marketing? In short, in-app messaging is a great way to interact with your users and share important information while they are engaged with your product.

Positioning with formulas

Under10 Playbook

In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.— Finally it hit me: “Are you trying to figure out my positioning?” ” Upgrade positioning.

Who Should Own Product Positioning?

Pragmatic Marketing

Product positioning is a key element of product management. Positioning documents will define your product category, the problems it solves and the personas it serves. So how does this model impact product positioning ? A product’s position is what it does and for whom. A positioning document contains the who and what. It turns positioning into messaging. Positioning is what we'll say; the messaging is how we'll say it.

The Ultimate Guide to Positioning

Pragmatic Marketing

Ask five people what positioning means and you’ll likely get five different answers. Positioning is often used in place of value proposition and vice versa; sometimes both get confused with messaging. There is agreement on one thing: Successful positioning should create a connection with potential customers that results in selling more products and services. What Positioning Isn’t. Stake out a Market Position. Develop a Message.

Positioning (and naming) in tiers

Under10 Playbook

I was running a positioning exercise with a team of product managers and VPs. We were really getting into it when the VP of Marketing interrupted the process to say, “We need to use the word ‘power’ in our messaging. You’d also want positioning for the suite.

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[VIDEO] Encouraging Users to Upgrade With In-App Messaging

Revulytics

Using ReachOut in-app messaging software, we can easily target certain customer segments and offer timely, relevant offers to upgrade. This positions customers to innovate, while freeing up valuable internal resources devoted to supporting legacy versions. ReachOut in-application messaging can help improve your upgrade conversion rates by up to 3x that of external channels since users are already engaged with your application.

Customer engagement guide: the what, why and how of effective messages

Inside Intercom

This means crafting a message strategy that truly engages its recipients on a regular basis. Below, we share key best practices for customer engagement, the anatomy of a good message, and a few examples to get your juices flowing. The anatomy of an effective message.

The Hidden Impact of Product Messaging on Your Scaling Business

Innovatemap

But there is one thing that should always be at the top of a startup’s to-do list: positioning and messaging Time for the obvious statement of the day: the startup journey is chock full of challenges. From fundraising to selling to just keeping the lights on, founding teams have plenty to deal with.

The Key to Power Positioning

Under10 Playbook

I was facilitating a session on product positioning. But you also need to ensure that you’re communicating your message to clients and potential customers—not to your organization’s employees and executives. The team was really nailing it, with a strong focus on customer problems. Then the session came to a crashing halt when the VP of Marketing said, “We need to incorporate the word ‘power.’

A Practitioner's Guide to Product Message Maps

Pragmatic Marketing

Jot down the key message headings. Now open the datasheet for that product and compare the message headings to those you wrote down. ” That’s because few high-tech vendors take the time to create product message maps and apply them to their marketing communications. Instead, they essentially reinvent the wheel with each new content piece, resulting in disjointed, inconsistent messages and confused buyers. Message Map Basics. Message Pillars.

A positioning process that builds consensus

Messages that Matter

One of the most important goals of the positioning process I teach is to foster buy-in and consensus to the message strategy you create. PositioningYou can achieve buy-in and consensus by involving as many stakeholders as is practical throughout the process and getting management approval at the end. The best way to converge on the […].

When messaging becomes more than just chat: which apps should I use?

Inside Intercom

And finally, to support our product announcement on launch day , we ended with a little plug that highlights the new Messenger on Product Hunt: Our Messenger apps for visitors: Position #1 Article Search app, integrated with our help center. Leave me a message below.

The best messages resonate because they articulate what you've already been trying to say

Under10 Playbook

The best messages resonate because they articulate what you've already been trying to say.— Positioning is an essential tool in your product playbook. And there are lots of different formats for positioning. I was working with a friend on product positioning. I basically lifted phrases right out of the emails to serve as my primary message. — Steve Johnson, Under 10 Consulting.

Lead Nurturing 101: How to get new customers beyond the free trial

Inside Intercom

“Every new signup will get the messages that are right for them” Traditionally, this has been done with a series of scheduled messages. You set up a drip campaign, where a message is sent on day 1, day 7, day 14 etc. The welcome message. The activation message.

Moving Beyond Anecdotes: Augmenting Customer Stories with Data

Revulytics

Instead, think about combining data from usage intelligence with an in-application messaging strategy to target users who have experience with that new feature. In-App Messaging Marketing Product Management Usage Analytics ReachOut In-Application Messaging

B2B Product Manager Magazine November 2018

Proficientz – Product Management University

When you attain that level of knowledge, your solutions are indispensable, your marketing messages speak directly to the agenda of decision-makers, and your salespeople are treated as trusted advisors. Sales, Positioning and the Nobody Zone.

Overcoming Bad Product PR

Proficientz – Product Management University

Overcoming bad product PR comes down to generating enough positive product PR, both internally and externally, to drown out the bad. Once they begin to experience success and you have the positive sound bytes, publish them internally to create positive momentum. Then take the message externally in case studies, webinars, white papers and articles in trade publications. In The Trenches Positioning & Sales Enablement

The Value of a Product Marketing Roadmap: It’s Like Deep-Sea Fishing for Sales

Proficientz – Product Management University

It identifies where the best opportunities are relative to the strength of your existing solutions, articulates the value positioning (bait) required to reel them in, then turns the salesforce loose on those opportunities via demand generation programs. Execute demand generation programs (in the top markets) that open doors for salespeople at the decision-maker level where the value messaging will engage those decision makers in meaningful conversations.

Understanding your customers in real time with live chat

Inside Intercom

Sales has changed – messaging and live chat is the new medium for initial sales conversations, not the phone calls or leisurely lunches of old. Our job on the Sales Team is to establish meaningful sales relationships, and in an era where nearly every business is an internet business, building those relationships is all about messaging on live chat tools. That’s a reflection of communication habits, with everyone messaging all day long.

Product Presentations & Demos: How Credibility Boosts Your Win Rate

Proficientz – Product Management University

Don’t expect your buyers to walk away with that one differentiating value theme if you don’t hit them right between the eyes with a very simple message. Stress-Out Your Buyers (a little) For More Effective Product Positioning. Product Management Playbook Positioning & Sales EnablementProduct presentations and demos can be the determining factor in winning or losing a sale.

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The Universal Product Management Framework: 3 Questions and an Org Chart

Proficientz – Product Management University

If you’re in product marketing , the answers to these questions are the foundation of your market materials, sales tools, campaign messages, sales training, etc. Wealth made simple: news and articles from IRC Wealth.

How to leverage in-app marketing for growth in 2019

Inside Intercom

All your messaging is marketing, both before and after the sale. This can be anything from in-app notifications and messages , to tooltips, splash pages, hard-coded user interface (UI) copy, banners or modals. Collect positive reviews. In-app messages.

The Art of Developing Your Launch Strategy

Actuation Consulting

3 – What are the key messages you need to communicate? 2 – Your messaging must be solidly developed. Agile Disruptive product Innovation Launch Marketing MRD positioning statement Product Launch Product Management product manager Product Marketing Product Owner Product Teams Strategy Take Charge Product Management Launch strategy product launch strategyNo matter how awesome your product, without a well-conceived launch strategy, it will likely sputter off the launch pad.

The Most Basic Rule of Marketing Is So Easy to Forget

Proficientz – Product Management University

It exemplifies how easy it is to forget the most basic rule of marketing: Understanding the ultimate aspirations of your target customers – and then messaging to those aspirations. Blog Positioning & Sales EnablementThe most basic rule of marketing is so easy to forget. You’ve just purchased some new clothes or shoes online. As part of the transaction, you hand over your email address or mobile number knowing full well that three things are going to happen.

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Market-Driven Products vs. Market-Driven Product Companies

Proficientz – Product Management University

Marketing messages reflect product silos and salespeople sell products they’re most comfortable with. Marketing messages are segment-specific and sales teams sell higher-priced multi-product solutions that cater to specific industry issues. In The Trenches Market & Customer Insights Positioning & Sales Enablement Product Development & Delivery Strategy & Product PlanningIf you have market driven products then don’t you have a market driven company?

Five Steps to Solutions-Driven Product Management

Proficientz – Product Management University

Define the obstacles each product can eliminate and position, market and sell them under one umbrella – the customer goal. Keep the value message to third grade vocabulary and emphasize “why” more than “how.” Product Management Playbook Market & Customer Insights Positioning & Sales Enablement Strategy & Product PlanningHere’s what makes solutions-driven product management such a challenge.

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

Proficientz – Product Management University

Differentiation boils down to unique positioning in your sales and marketing efforts with your products and company reputation serving up the proof points. Use that theme as the umbrella message in all of your marketing and sales communications. Remember, it has to sound different and mean something different than the competition’s positioning. Blog Portfolio Strategy & Product Planning Positioning & Sales Enablement

Solution Selling vs. Aspirational Selling: Is It a Mirror Image of Product Management?

Proficientz – Product Management University

Your marketing messages and sales process are a direct reflection of how you do product management – identify tactical problems and deliver product solutions with tactical benefits. Blog Positioning & Sales EnablementSolution selling is like vanilla ice cream. Everyone knows what it is – it’s simple and meets the most basic criteria for a dessert.

“Self-Made” is BS

Lead on Purpose

Guest post by Rick Miller The widely-held belief that success is available to everyone, simply with focus and hard work is one among many positive messages regularly reinforced in our Western culture. But in my view, our “cowboy culture” also … Continue reading → Purpose focus gratitude humility impact success

Using Different Types of Personas

Actuation Consulting

They can also impact sales messages. 2018 Agile Buyer Persona Innovation Marketing positioning statement Product Management Product Management Consulting product manager Product Marketing Skills actuation consulting greg geracie persona product development product management product owner Take Charge Product Management User ExperienceIt’s imperative that your company thoroughly investigates a product concept before you dive in full force. There are several ways to do this.

Strategic Product Marketing: One Small Move, Three Big Benefits

Proficientz – Product Management University

The prefect complement is a product marketing function that’s structured to create and communicate value messages that engage decision-makers and influencers in meaningful dialogues. Unless you’re an early stage startup, your product positioning is well documented.