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.
- 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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