Messaging and Differentiation

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Messaging and Differentiation Primer for 2023

Creating effective messaging, content and communications is the most fundamental and time-consuming responsibility for product marketing. An effective message will inherently attract ideal buyers, persuade stakeholders and accelerate sales cycles through compelling stories. 

Tech marketers should leverage guidance and best practices in this research to:

  1. Develop differentiated positioning.
  2. Optimize portfolio marketing.
  3. Create compelling stories.
  4. Launch products and services.

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    Create clarity in a world of limitless information

    Enterprise customers are inundated with information about products and services from a variety of sources. The overload creates confusion and uncertainty that delay decisions and limit who buyers consider for projects. Gartner helps you break through with relevant stories that make differentiation clear, drive customer action and increase your chances of winning.

    Test your message for differentiation and value 

    Product marketers should test their messaging to ensure that it highlights the differentiation of their products and services and is expressed through business outcomes rather than features or capabilities.

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