It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
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It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
The secret to messaging that resonates? Start with empathy, not features.Before you put pen to paper, make sure you truly understand your customer’s challenges, aspirations and feelings. That’s how you find the emotive hook to bring people into your story.In this episode of Adventures In Messaging, Christine Sotelo-Dag, Group PMM at Intercom, gives amazing advice on how to root messaging in empathy, including:--- Connecting the dots between the pains both customers and prospects are expe...
Adventures in Messaging
It feels like every startup wants to create a new category. Category creation has become the holy grail — but it’s not the only way to win.Differentiating your company within an emerging category can be just as powerful.(And it’s not all on you to explain what your new category means.)In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:--- Why colleagues and key stakeholders should be part of your messaging journey--- ...
