This article is based on Dana’s talk at the Product Marketing Summit in Denver, 2023. To watch the full presentation and more, check out our members-only OnDemand service here.
Hi, everyone! I’m Dana, part of the product marketing team at Workiva. Today, we’ll be discussing five tips to take your messaging to the next level.
But before we dive in, let me quickly share a little bit about my background. I began my career in accounting and finance before transitioning into product marketing.
Ever since then, I’ve been working exclusively with B2B SaaS companies, and I’m currently a member of the portfolio marketing team here at Workiva. In my role, I focus primarily on marketing strategy, in alignment with other marketing functions like demand generation and messaging.
I’ll explain how product marketing is organized at Workiva. We have the traditional product marketing team, which focuses on sales enablement and competitive intelligence for individual products. The portfolio marketing team brings together different products based on specific personas. This approach allows us to create a more scalable go-to-market strategy.
Alright, let’s take a peek at the five messaging tips we’ll be exploring today:
- Clearly define your target audience.
- Don’t underestimate the importance of research.
- Standardize with a messaging framework.
- Involve stakeholders early and often.
- Don’t just set it and forget it.
Let’s dive in with our first tip.
