Gartner Research

4 Steps to a Differentiated Messaging Foundation

Published: 27 February 2020

ID: G00466362

Analyst(s): Mark Stanyer , Michael Maziarka


Buyers crave clear communication and content to understand the business value of technology solutions. Product marketers, while articulating value and differentiation, must establish a structured messaging process to clearly and consistently provide the information that buyers seek.

Table Of Contents
  • Key Challenges



  • Define Positioning
  • Identify Key Audiences
  • Identify the Buying Teams’ Key Questions
  • Create Compelling Storylines
  • Use Storylines in Content Creation, and Train Customer-Facing Employees on Applying Them


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