Messaging and Positioning Development
Our approach to messaging and positioning is clinical and structured and stems from world class tutelage of the Product Marketing Alliance, Bain Consulting, and the University of California Irvine.
Our methodology is customer-led, ensuring that the target audience enjoyably absorbs the product’s or feature’s value proposition. We offer a holistic approach, depending on our customers’ needs
1. Customer-Led Messaging and Positioning
Our Goal: To develop messaging that speaks directly to the needs and desires of both current and potential customers.
Steps:
Targeted Insight Collection: We run surveys and focus groups. These surveys are meticulously crafted to dig deep into how people behave. We uncover the exact problems users have, what they need, and the way they talk, think, and how they could interact with your product. If you have the product ready to test, that’s even better! We will find what works and what doesn't! And trust me, a lot of things don’t work on the first pass, and that’s okay.
Persona Crafting with Precision: From the insights collected, we craft detailed buyer personas. We’ve had notable successes in SaaS and we went beyond generic profiles to include job roles, tech savviness, key business needs, purchase triggers, and preferred engagement channels.
SaaS Customer Journey Articulation: We map out the customer journey, recognizing the unique purchase and adoption cycles in software releases. We pinpoint where strategic messaging can accelerate the sales cycle, improve product adoption, and drive advocacy. This is just a fancier way of saying we will find out why they like what you made and make sure they talk about it positively with their friends.
3. Customer Discovery and Validation
Our Goal: To standardize the messaging process using proven templates and frameworks.
Steps:
We Have Learned From The Best: Our core templates are derived from reputable resources such as the Product Marketing Alliance, frameworks from the University of California Irvine, and best practices from Fortune 500 companies like Mattel, Hyundai, and The Product Marketing Alliance.
Customization: Our approach will adapt these templates to fit the unique aspects of your product and the targeted buyer personas.
Integration: Integrate these templates into the messaging and positioning process to ensure consistency and clarity.
5. Messaging Rollout and Internal Alignment
Our Goal: To ensure that all stakeholders understand and can communicate the product's messaging effectively.
Steps:
Internal Messaging Guide: In this guide key elements of the message are captured like positioning statements, and FAQs for team reference.
Training Sessions: We train and handhold your sales, marketing, and customer support teams to align on the product's messaging and positioning and become well-versed in selling it.
Feedback Loop Establishment: We create a feedback loop to gather internal insights and refine messaging as needed.
2. Messaging Framework Development
Our Goal: To create a structured messaging framework that communicates the product's core message consistently across all channels.
Steps:
Buyer Segmentation Analysis: We analyze the market to segment buyers and tailor messaging according to each segment's specific needs and pain points. We will create different personas for you and you will know exactly the demographic, geographic, and psychographic profiles for each segment.
Positioning Statements: We develop internal and external positioning statements that clearly articulate the product's unique value in the market. The key here is creating concise messaging, that can be replicated by everyone. Too often, we see salespeople making up narratives, and product people dropping jargon bombs. This inconsistency erodes a company’s credibility and ultimately confuses audiences.
Core Benefit Statements: We craft core benefit statements that highlight the primary advantages of the product to the customer in a consistent and concise way.
Claims and Proof Points Statements Creation: We ensure all claims made about the product are verifiable and substantiate them with data or third-party validation or internal anecdotal evidence. If you have data to back up how awesome your product is, it’s much easier to sell. Let us find those amazing claims for you!
4. Positioning Strategy Formulation
Our Goal: To establish a clear and distinct place in the minds of the target audience relative to competitors.
Steps:
Competitive Analysis: We conduct a thorough analysis of competitors to identify gaps and opportunities in the market.
Differentiation Strategy: Our strategy sets the product apart and helps us develop a differentiation strategy based on these unique selling points.
Value Proposition Articulation: We refine the value proposition to ensure it captures the essence of the product's benefits and differentiators.
6. Audit of Current Marketing Collateral
Our Goal: To integrate the new messaging into existing marketing assets and establish a systematic approach for tracking its effectiveness.
Steps:
Collateral Review: A lot of the times, companies already have collateral that is circulating in the market. We conduct a thorough audit of all current marketing materials to assess where and how the new messaging can be incorporated.
Integration Plan: We develop a detailed plan for updating marketing assets with the new messaging, ensuring consistency across all channels and touchpoints.
Effectiveness Tracking: Implementing tools and processes to measure the effectiveness of the new messaging is key, and focusing on metrics like engagement rates, click-through rates, and conversion rates help us understand what is working and what isn’t.
Regular Check-Ins: We schedule three-month intervals for comprehensive reviews of the messaging performance, gathering insights from sales feedback, customer interactions, and marketing data to fine-tune the messaging strategy.
Iterative Updates: Based on the check-ins, we work with you to make necessary adjustments to the messaging in marketing collateral to improve clarity, impact, and customer resonance.