Avoiding the echo chamber

Weekly free product marketing live session

OnDemand

We all know that a well-developed messaging framework is a critical part of any product marketer’s toolkit.

But, as product marketers, we are often so deeply immersed in the products. How do we step outside of what we know to develop messaging that speaks the language of the people you are actually trying to influence?

Customer feedback is a critical part of developing a message and value proposition that resonates with your audience. By creating messaging that incorporates the voice of your customer, you can ensure you have proof points and testimonials that support all your claims.

While most people understand the value of that data, it can be hard to capture at scale, and once you have it, it can be difficult to determine what is relevant, and what isn’t.

Watch this PMMnow session as Sarah Din, Director of Product Marketing at Surveymonkey walks through a case study of how her company developed a multi-layer messaging framework for their fairly complex product portfolio, infusing the voice of the customer at every stage.

You'll learn how to:
✅ Develop a messaging framework that scales, from a single product to a complex portfolio of products
✅ Infuse the voice of the market and your customers into your messaging framework
✅ Use a combination of implicit and explicit data to get internal buy-in from key stakeholders

About the speaker

Sarah led SurveyMonkey's global PMM team responsible for portfolio positioning, go-to-market strategy, competitive analysis, and sales enablement efforts to drive growth for its survey platform & solutions. Leading efforts for both the self-serve business (B2C) as well as the sales-assisted, Enterprise business (B2B).