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192 message maps-align product, marketing, and sales to delight customers with every interaction (bracken & hinds)

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ProductCamp Boston May 12 2018

Published in: Marketing
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192 message maps-align product, marketing, and sales to delight customers with every interaction (bracken & hinds)

  1. 1. MESSAGE MAPS Align Product, Marketing and Sales to Delight Customers with Every Interaction
  2. 2. PROBLEM OVERVIEW
  3. 3. THE IMPORTANCE OF CONSISTENCY • Survey says? • High correlation between consistency and customer satisfaction • Business impact • Consistent brands are worth 20% more than inconsistent ones
  4. 4. MARKETING, SALES AND SUPPORT ASSETS B2B MESSAGE CONSISTENCY CHALLENGES
  5. 5. PRODUCT, MARKETING, SALES, SUPPORT PEOPLE B2B MESSAGE CONSISTENCY CHALLENGES
  6. 6. PARTNERS, AGENCIES AND OTHER 3RD PARTIES B2B MESSAGE CONSISTENCY CHALLENGES
  7. 7. KEEPING UP WITH THE PACE OF CHANGE B2B MESSAGE CONSISTENCY CHALLENGES
  8. 8. WHY DON’T PRODUCT MARKETERS FIX IT?
  9. 9. THE SOLUTION
  10. 10. SIMPLE MESSAGE MAP Product Name Product 1 Product Category Widget Management System Value Proposition For Widget Engineers who need to manage their widgets, Product 1 is the widget management system that allows them to manage their widgets in half the time unlike Product 3 and Product 8. Messaging Pillars Key Message 1 Key Message 2 Key Message 3 Supporting Messages Supporting Message 1 Supporting Message 1 Supporting Message 1 Supporting Message 2 Supporting Message 2 Supporting Message 2 Supporting Message 3 Supporting Message 3 Supporting Message 3
  11. 11. DETAILED MESSAGE MAP
  12. 12. PROCESS FOR CREATING CONTENT WITHOUT DETAILED MESSAGE MAP Draft Datasheet PM Review Add Edits from PM PM Review/ Approval Design Edits Management Review 1 Day .5 Day.5 Day .5 Day.5 Day .25 Day 1 Day 4.25 DAYS
  13. 13. PROCESS FOR CREATING CONTENT WITH DETAILED MESSAGE MAP Design Edits .5 Day .25 Day.25 Day Draft 1 DAY
  14. 14. I GET IT. NOW WHERE’S THE TEMPLATE?
  15. 15. ESTABLISHING MESSAGE MAPS AT YOUR COMPANY • People • Process • Technology
  16. 16. QUESTIONS?
  17. 17. TEMPLATE LINK https://docs.google.com/spreadsheets/d/1pAw7VmfRb4_vj6 JRd5ZDp8IZSGCcZjA6F3UjnJnlDE4/edit?usp=sharing CONTACT INFO Jonathan Bracken: jonathan.bracken@grokspark.com Tim Hinds: tim.hinds@grokspark.com

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