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

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ProductCamp Boston

ProductCamp Boston May 12 2018

MESSAGE MAPS
Align Product, Marketing and Sales to
Delight Customers with Every Interaction

PROBLEM OVERVIEW

THE IMPORTANCE OF CONSISTENCY
• Survey says?
• High correlation between
consistency and customer
satisfaction
• Business impact
• Consistent brands are worth
20% more than inconsistent
ones

MARKETING, SALES AND SUPPORT ASSETS
B2B MESSAGE CONSISTENCY CHALLENGES

PRODUCT,
MARKETING,
SALES,
SUPPORT PEOPLE
B2B MESSAGE CONSISTENCY CHALLENGES

PARTNERS,
AGENCIES AND
OTHER 3RD PARTIES
B2B MESSAGE CONSISTENCY CHALLENGES

KEEPING UP WITH
THE PACE OF CHANGE
B2B MESSAGE CONSISTENCY CHALLENGES

WHY DON’T PRODUCT MARKETERS FIX IT?

THE SOLUTION

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

DETAILED MESSAGE MAP

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

PROCESS FOR CREATING CONTENT
WITH DETAILED MESSAGE MAP
Design Edits
.5 Day .25 Day.25 Day
Draft
1 DAY

I GET IT.
NOW WHERE’S
THE TEMPLATE?

ESTABLISHING
MESSAGE MAPS AT
YOUR COMPANY
• People
• Process
• Technology

QUESTIONS?

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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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

Why do product managers need to be more vulnerable

Why do product managers need to be more vulnerable

Why do product managers need to be more vulnerable

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

172 - How Not to Kill each other

172 - How Not to Kill each other

172 - How Not to Kill each other

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

107 - It's not easy starting new: career transitioning to product, starting ...

107 - It's not easy starting new: career transitioning to product, starting ...

107 - It's not easy starting new: career transitioning to product, starting ...

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181 - What Skills Do I Need To Really Succeed As A PM

181 - What Skills Do I Need To Really Succeed As A PM

181 - What Skills Do I Need To Really Succeed As A PM

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177 - Team-Based Innovation

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

163 - Customer Centric Product Management - How To Be Awesome

163 - Customer Centric Product Management - How To Be Awesome

163 - Customer Centric Product Management - How To Be Awesome

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

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159 - Strategic UX Research

159 - Strategic UX Research

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

158 - Product Management for Enterprise-Grade platforms

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158 - Product Management for Enterprise-Grade platforms

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153- Experience Maps: Essential Tool in Product Innovation Strategies

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ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day. Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development. www.ProductCampBoston.org

152 - Confident Communication

152 - Confident Communication

152 - Confident Communication

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175 Product Manager as a Leader

175 Product Manager as a Leader

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B2B Buyers don't Trust what we say about our products

B2B Buyers don't Trust what we say about our products

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181 - What Skills Do I Need To Really Succeed As A PM

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163 - Customer Centric Product Management - How To Be Awesome

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159 - Strategic UX Research

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153- Experience Maps: Essential Tool in Product Innovation Strategies

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152 - Confident Communication

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Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

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

1. MESSAGE MAPS Align Product, Marketing and Sales to Delight Customers with Every Interaction

2. PROBLEM OVERVIEW

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. MARKETING, SALES AND SUPPORT ASSETS B2B MESSAGE CONSISTENCY CHALLENGES

5. PRODUCT, MARKETING, SALES, SUPPORT PEOPLE B2B MESSAGE CONSISTENCY CHALLENGES

6. PARTNERS, AGENCIES AND OTHER 3RD PARTIES B2B MESSAGE CONSISTENCY CHALLENGES

7. KEEPING UP WITH THE PACE OF CHANGE B2B MESSAGE CONSISTENCY CHALLENGES

8. WHY DON’T PRODUCT MARKETERS FIX IT?

9. THE SOLUTION

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. DETAILED MESSAGE MAP

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. PROCESS FOR CREATING CONTENT WITH DETAILED MESSAGE MAP Design Edits .5 Day .25 Day.25 Day Draft 1 DAY

14. I GET IT. NOW WHERE’S THE TEMPLATE?

15. ESTABLISHING MESSAGE MAPS AT YOUR COMPANY • People • Process • Technology

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