A "complex matrix that sits on Google Drive" got me to twing. Been there. So unfortunate.
I've had a short "one slide" overview be enough. I've created a long, all-inclusive document covering market POV, personas, pains, value props, and more, which content marketing ingested to create long-form content. Content friggin loved it because they could give AI the detailed persona, teach our POV, and specific pain points solved, then go from there. But demand gen marketers were overwhelmed. Depended on what marketers needed, sales needed.
What approach and messaging elements drive better implementation from your POV?
Yeah, I’ve found it really depends on the audience that’s supposed to adopt the messaging. I’ve had the Sharepoint drive cobwebs too. Sucks.
I’ve been playing around a lot with Notion and have found that to be a great wiki so storing and sharing messaging. It’s easy to use, distribute, and you can see stats and who’s viewing the page.
Some of the messaging I’ve gotten to be adopted include sections on what is it, who’s it for, what’s the value prop, pricing, what’s the differentiation, and then a list of FAQs.
This is a challenge I often face with messaging. Everyone has different needs and defines it in different ways. Do you separate your messaging by sales and marketing in Notion, or just put it all together and let people choose what they need?
A "complex matrix that sits on Google Drive" got me to twing. Been there. So unfortunate.
I've had a short "one slide" overview be enough. I've created a long, all-inclusive document covering market POV, personas, pains, value props, and more, which content marketing ingested to create long-form content. Content friggin loved it because they could give AI the detailed persona, teach our POV, and specific pain points solved, then go from there. But demand gen marketers were overwhelmed. Depended on what marketers needed, sales needed.
What approach and messaging elements drive better implementation from your POV?
Yeah, I’ve found it really depends on the audience that’s supposed to adopt the messaging. I’ve had the Sharepoint drive cobwebs too. Sucks.
I’ve been playing around a lot with Notion and have found that to be a great wiki so storing and sharing messaging. It’s easy to use, distribute, and you can see stats and who’s viewing the page.
Some of the messaging I’ve gotten to be adopted include sections on what is it, who’s it for, what’s the value prop, pricing, what’s the differentiation, and then a list of FAQs.
This is a challenge I often face with messaging. Everyone has different needs and defines it in different ways. Do you separate your messaging by sales and marketing in Notion, or just put it all together and let people choose what they need?
Yeah I’ve done a couple methods
1/ Notion is where I house the entire messaging guide. It’ll cover value prop, benefits, benefit summaries and features tied back to each benefit.
2/ I have sections for differentiation, social proof, FAQs
3/ I have sections for in app copy, email copy, website copy and ad copy
That way everything is in one place.
Then I’ll do an enablement session with the sales team going through that Notion page and have an open Q&A. That satisfies the sales angle.
For marketing, we have a campaign call to chat through how to get the messaging out and the launch campaign for whatever feature is launching.
Hope that sparks some ideas!
Thanks, Josh. Definitely helpful.
Great points! The simpler soundbites are what can stick.
Notion is a good idea - I haven't used that much, but looking into it.
Another tactical topic I've wondered is how to create the knowledge base of messaging and positioning that can be more self service through a GenAI.