On Messaging

Josh Chronister
  • 5.0 (5)
  • MARKETING
  • UPDATED SEMIMONTHLY

The word on messaging from fellow product marketers. Dig into the stories, skills, and advice from the top voices who craft messaging that resonates every day. Hosted and written by Josh Chronister. onmessaging.substack.com

  1. 5D AGO

    From Competitive Intel to Killer Messaging: How to Differentiate Your POV w/ Talya Heller | Down to a T

    Listen now on YouTube, Spotify, and Apple Podcasts! Episode 14: Talya Heller, Owner of Down to a T joins me to break down how to weave competitive intelligence into messaging that actually differentiates. Talya runs a product marketing consultancy called Down to a T focused on creating a differentiated POV coupled with customer centered sales assets. Talya is a former engineer, turned product manager, turned product marketer. She came highly recommended for the show and was referred to as, “the competitive intel queen” (thanks Michele Nieberding!). I love it! I’ve already taken some of what I’ve learned from this conversation and started implementing it in my competitive intel work as a product marketer. And I think you will too. During our conversation, you’ll learn: * Why 10-page messaging docs fail * How to adapt messaging for multiple personas * Talya’s go-to ways to mine customer conversations * How to create “champion decks” and persona one-pagers * A simple framework for using competitive intel to shape messaging * How to identify the real differentiators that make customers choose you * Why ignoring your competitors is the biggest messaging mistake you can make In our conversation, you’ll find: 00:00 – Why ignoring competitors is the biggest messaging mistake 00:45 – Welcome to On Messaging with Talya Heller, the “Competitive Intel Queen” 02:00 – Talya’s career journey: engineer → PM → product marketer 06:43 – Why she pivoted from product management to product marketing 08:21 – Early impressions of marketers from the PM side 09:44 – The #1 messaging pitfall: sounding the same as competitors 14:33 – How much differentiation do you actually need? 17:45 – Differentiation beyond product: experience, support, and community 18:04 – Using competitive intelligence to shape positioning 22:55 – Why no one reads messaging docs (and what to do instead) 25:42 – Competition is emotional: avoiding bias in research 26:09 – Where to research competitors’ ICPs and customers 29:42 – How to position messaging across multiple personas 36:12 – Equipping your champion to sell internally (champions decks & one-pagers) 42:46 – Aligning sales and marketing on messaging and assets 47:53 – Simple tools & playbooks for enabling marketing teams 55:20 – Localization isn’t translation: global messaging mistakes 1:01:18 – One piece of messaging advice to implement tomorrow 1:02:36 – What living is all about 1:03:22 – How to support Talya + where to subscribe to her newsletter Spill the T Where to Find Talya: LinkedIn: https://www.linkedin.com/in/talyahellermba18/ Down to a T Consulting: https://www.downtoat.co/ Spill the T Newsletter: https://www.downtoat.co/newsletter Where to Find Josh: LinkedIn: https://www.linkedin.com/in/joshua-chronister/ Follow On Messaging: Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛 Thanks for reading On Messaging with Josh Chronister! Subscribe for free to receive new posts and support my work. Created by Josh Chronister I interview the best product marketers and tech companies who create messaging that resonates with their buyers. Come learn from them, so you can hit ‘Publish’ with confidence. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    1h 7m

  2. AUG 26

    Stop Selling Features — Teach a Story Buyers Remember w/ Ryan Yackel | Databand.ai

    Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛 On the show today, I have Ryan Yackel, Chief Marketing Officer at Databand.ai Ryan is a former sales engineer, turned product marketer, turned chief marketing officer. Also, a children’s book author with an animated version available on Youtube. This was a phenomenal conversation. Ryan came prepared with props, in the trenches product marketing stories, frameworks for narrative design and book recommendations. Plus we had a lot of good laughs. // During our conversation, we discuss * Why product marketers make natural CMOs, and why founders trust leaders with a product marketing background * How narrative design helps teams avoid feature dumps and instead tell a differentiated “old way vs. new way” story * Real-world examples of narrative design applied at Tricentis, KeyFactor, Databand, and IBM * The role of “sales narratives” in equipping reps to tell memorable stories instead of commodity feature checklists * How Ryan uses Google Gemini and Notebook LM to accelerate competitive research with frameworks like Obviously Awesome * Why AI is a useful starting point for research but dangerous to rely on for final messaging * The major shift in product marketing from startups (new logo focus) to enterprises (internal seller mindshare) * Three tactics for influencing large sales teams: AMA sessions, “What’s New” newsletters, and quick-turn collateral * Why “great go-to-market beats a better product every time,” with lessons from competing against HP Quality Center * Cautionary takes on PLG in enterprise software, and why not all SaaS playbooks translate to technical products And so much more. // In this episode, you’ll find 00:00 – The “secret sauce” in messaging: telling a story buyers remember 00:35 – Intro to Ryan Yackel, CMO at Databand 01:31 – Why product marketers make great CMOs 02:17 – From sales engineer to product marketing leader 03:43 – Why recruiters seek CMOs with product marketing backgrounds 06:02 – Product marketing as the headlights guiding demand gen 08:21 – Analogies that explain the role of product marketing 09:36 – Narrative design: framework for product launches 12:29 – Case study: Continuous Testing at Tricentis 13:26 – Case study: Machine identity management at KeyFactor 14:22 – Case study: Data observability at Databand 15:30 – Bringing narrative design into IBM product launches 17:44 – Where narratives live: sales decks, messaging docs, and pitches 21:36 – Using reference points like Datadog to simplify complex products 22:07 – Building narratives for multi-product organizations 24:40 – Using AI (Gemini + NotebookLM) for competitive research 28:05 – Prompt engineering for category deep dives (Collier Rosin Kranz example) 30:12 – Framework mashups: April Dunford + corporate visions + AI research 32:27 – The “Red Box vs. Green Box” exercise for sales differentiation 36:35 – Teaching sales teams to sell stories, not features 38:17 – How messaging shifts from startup to enterprise companies 43:28 – Three tactics to win sales mindshare in large enterprises 46:52 – AMA sessions, newsletters, and internal podcasts for sales enablement 50:11 – Contrarian opinions: AI for messaging, PLG caution, GTM beats product 55:46 – Why go-to-market strategy beats having a “better” product 58:23 – Ryan’s #1 piece of messaging advice: define your secret sauce 1:00:56 – What life is all about: gratitude, faith, and perspective 1:03:38 – Where to find Ryan and his children’s book Pancakes and Mr. Bear // Where to Find Ryan (and more links): LinkedIn: https://www.linkedin.com/in/ryanyackel/ * Why A Product Marketer Should Be Your Next CMO * Defeat Your Prospect’s Status Quo with Unconsidered Needs * How narrative design works in product marketing * April Dunford Books * My Book | Watch for Free // Where to Find Josh: LinkedIn: https://www.linkedin.com/in/joshua-chronister/ Follow On Messaging: Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    1h 5m

  3. JUL 29

    Create Messaging Reps Use (And Customers Remember) w/Madeleine Work | Chili Piper

    Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛 Episode 12: Madeleine Work, Senior Product Marketing Manager at Chili Piper (https://www.linkedin.com/in/madeleinework/) joins me (https://www.linkedin.com/in/joshua-chronister/) to break down how to create messaging that reps actually use and customers remember. We talk about defining clear platform messaging, getting internal buy-in without watering it down, and why launches are never really one-and-done. We also dive into sales feedback loops, creative copy that still converts, and how Madeleine uses tools like Gong, Wynter, and Mutiny to test what’s working. // 💡 During our conversation, you’ll learn: 1. How to A/B test website messaging 2. How to create continuous feedback loops 3. Getting internal buy-in on your messaging 4. Balancing creativity and clarity in messaging 5. Why product launches are on going and why you should repeat yourself // 🎙️ In our conversation, we cover:  00:00 – Teaser: How Madeleine crowdsourced and tested messaging across her company 00:29 – Intro to Madeleine and what you’ll learn in the episode 01:44 – From content to product marketing: how the transition happened 03:24 – What she loved (and didn’t love) about content marketing 06:01 – The challenge of getting 100% messaging buy-in 06:55 – The collaborative H1 test: value, competitor, and persona buckets 08:53 – Running messaging through Wynter and Mutiny 12:21 – The importance of above-the-fold copy and first impressions 14:08 – UI images in messaging: show, don’t tell 15:10 – How Chili Piper defined its platform messaging 15:59 – “Demand conversion”: the phrase they landed on 17:47 – Messaging in a competitive landscape (and naming your competitors) 19:32 – How they brainstormed the phrase “demand conversion” 21:02 – Creativity vs. clarity: writing how you talk 23:44 – “No more complaints about unfair lead distribution”: voice-of-customer in action 25:18 – Marketing to marketers: easier and harder 26:13 – Why marketers don’t click UTM links—but give amazing form responses 28:46 – How Madeleine continuously refines messaging over time 29:53 – Sales feedback loops and scathing voice notes 30:23 – Refresh cadence: product pages, competitor pages, then restart 31:59 – PDF collateral vs. web content: keeping everything updated 33:35 – Launches Madeleine’s proud of (and what she learned) 35:12 – Why no one noticed the chat launch—and how they relaunched it 36:55 – The importance of repetition in product marketing 38:33 – Using Gong to track if messaging is landing with reps 40:04 – What living is all about: being a little uncomfortable 41:28 – Where to find Madeleine and her “Madeleine Love” folder // 🔦 Where to Find Madeleine: LinkedIn: https://www.linkedin.com/in/madeleinework/ 🔦 Where to Find Josh: LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Newsletter: https://onmessaging.substack.com/  Spotify: https://open.spotify.com/show/3E1gduFoKQYHiLNmNLzeF4?si=c3e2bc4bd362490f  Apple Podcasts: https://podcasts.apple.com/gb/podcast/on-messaging/id1787098696  // Follow On Messaging: Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    43 min

  4. JUN 10

    From Single-product Messaging to Platform-level Narratives w/ Emily Pick | Clari

    Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛 Episode 11: Emily Pick, Lead Product Marketing Manager at Clari (https://www.linkedin.com/in/emilypick/) joins me (https://www.linkedin.com/in/joshua-chronister/) to dive into platform messaging, tailoring narratives for different buyer personas, and how to create a unified message across multiple products. We also unpack the balance of feature-level messaging, brand consistency, and customer words. // 💡 During our conversation, you’ll learn: Influencing the product roadmap as a product marketer Why most B2B messaging gets stuck in feature-function battles How to create messaging for buying committees without losing clarity How to transition from single-product messaging to platform-level narratives // 🎙️ In our conversation, we cover:  00:00 – Nobody’s buying a product—they’re buying a solution to their pain 00:29 – Intro to the episode and what you’ll learn from Emily 01:23 – Emily joins the show and shares her love for messaging 02:26 – Why Emily stepped away from business books and back into travel stories 03:17 – Backpacking, Rick Steves, and what travel taught Emily 06:26 – Travelers, chaos, and the joy of unpredictable experiences 07:20 – Introduction to platform vs. product messaging 07:56 – The history of Clari and their transition to a revenue platform 09:18 – Defining your category: what Clari wants to be known for 12:02 – Using positioning as the North Star for platform messaging 12:42 – Positioning vs. branding: how Emily differentiates the two 13:37 – Platform-first vs. product-level messaging strategy 14:08 – Moving from product features to solution-based messaging 16:01 – When product-specific messaging becomes important 16:54 – Mapping solutions to pains and personas before products 17:47 – Aligning product launches to the company narrative 18:36 – Crafting baseline and higher-order product messaging 19:37 – How Clari avoids building “off-strategy” features 19:48 – How product marketers can earn influence on the roadmap 21:29 – Bringing market research and analyst feedback to PMs 22:57 – Owning collateral and influencing alpha/beta feedback loops 23:12 – Building trust with PMs by being useful and aligned 24:02 – When Emily starts messaging and enablement for new features 24:32 – Using launch tiers and customer impact scores 25:56 – Examples: low impact vs. high impact, and how timing shifts 28:08 – Why Clari focuses on retention as much as acquisition 29:32 – The cost of new customers vs. caring for existing ones 30:30 – A call for PMMs to think beyond net-new revenue 31:00 – Tailoring messaging for the full buying committee 32:22 – Adoption depends on frontline users, not just executives 33:18 – Mapping personas to solutions and jobs-to-be-done 34:17 – Pre- and post-sale assets for each user type 36:45 – Collaborating with customer education to drive product adoption 38:39 – Clari’s position in a competitive space—and how to stay ahead 39:39 – Winning with relevance when features are at parity 40:57 – Creating preference without getting stuck in feature wars 42:49 – Signs you’re losing a deal: when the buyer uses your competitor’s language 44:34 – Selling against pain instead of relying on features 45:55 – How Emily and team enable sales with messaging that resonates 48:38 – Why customer words and Q&A insights power better messaging 49:41 – Tools Emily loves: Laudable and UserEvidence 50:49 – Letting Q&A fuel your copy and message refinement 52:04 – Emily’s #1 messaging tip: replace jargon with customer language 53:06 – What is living all about? Emily’s personal perspective 55:22 – Where to connect with Emily online 56:20 – Closing thanks and wrap-up // 🔦 Where to Find Emily: LinkedIn: https://www.linkedin.com/in/emilypick/ 🔦 Where to Find Josh: LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Newsletter: https://onmessaging.substack.com/  Spotify: https://open.spotify.com/show/3E1gduFoKQYHiLNmNLzeF4?si=c3e2bc4bd362490f  Apple Podcasts: https://podcasts.apple.com/gb/podcast/on-messaging/id1787098696  // Follow On Messaging: Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛 This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    57 min

  5. MAY 27

    How to Align Sales & Marketing Messaging w/Gaspard Pastural | PurpleOceans

    On the show today, I have Gaspard Pastural, creator of PurpleOceans and a B2B SaaS Product Marketing Consultant.  🎧 During our conversation, you’ll learn: - Why go to market isn’t a one time event - How differentiate with relevance instead of features & pricing - Why B2B websites should be consumption first, then conversion - Sales and marketing messaging should be aligned but not identical // In our conversation, we cover: 00:00 – Why most B2B websites fail: lead gen vs. consumption 01:36 – Gaspard’s LinkedIn writing process and content philosophy 02:32 – The real goal of differentiation: be the most relevant choice 04:15 – What “relevance” means in practice: use cases over categories 06:06 – Why you’ll never out-feature the gorilla in your space 08:05 – The risk of trying to be everything for everyone 09:55 – How poor differentiation breaks messaging, positioning, and conversions 10:55 – Marketing your difference (not just saying you’re different) 11:56 – Sales vs. marketing messaging: aligned, not identical 13:00 – The analogy of explaining your job to everyone at once 14:07 – Three key differences: who, how, and intent 15:34 – Sales is adaptive; marketing is orchestrated 16:03 – Homepage strategy: guide consumption, don’t push conversion 17:29 – How to enable sales without dictating scripts 19:56 – PMMs as collaborators, not message enforcers 21:21 – Messaging as a structural alignment challenge 22:32 – Why your messaging must support the full buying committee 24:48 – Persona-based pages and website structure as messaging tools 28:08 – How PMMs can earn internal trust to shift company messaging 30:25 – The power of step-by-step change vs. the one-big-pitch trap 32:01 – Underrated GTM principle: reverse-engineer your launch 33:56 – How to do message testing without budget (and what not to do) 36:27 – Cheap, scrappy message testing strategies that work 38:14 – Why content is a long-term play, and why sales is faster for insights 41:17 – Final takeaway: reverse engineer everything to de-risk your work 42:53 – What living is all about: “Having no regrets and being proud” 45:36 – Where to find Gaspard online // 👉 Where to find Gaspard LinkedIn: https://www.linkedin.com/in/gaspardpastural/ Website: https://gaspardpastural.com/  Substack: https://gaspardpastural.substack.com/  👉 Where to find Josh LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Substack: https://onmessaging.substack.com/   YouTube: https://www.youtube.com/channel/UCUdKBktrLJWzNMDS45fh_Bg  This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    48 min

  6. MAY 13

    7 Messaging Principles Every PMM Should Know w/Collin Mayjack | GoFundMe

    On the show today, I have Collin Mayjack, Principle Product Marketing Manager at GoFundMe. Before joining GoFundMe, Collin worked in product marketing at Oncue and Dataro and is the creator of Holy Shift. // What you’ll learn: Why Collin believes clarity always beats cleverness in B2B messaging—and how to avoid “junk food” copywriting The seven messaging principles Collin uses to drive alignment across product, marketing, and sales How to translate complex products into human-first stories that resonate with buyers (and actually get repeated by sales) The secret to testing messaging without fancy tools—including Collin’s scrappy process using real customer calls How to navigate internal messaging politics—balancing SEO, brand voice, and product truths without losing the message A framework for driving influence across teams—even when you don’t own the pen or the process How to write messaging that sticks: Collin’s 20-second talk track technique that sales teams love Why side projects are the ultimate messaging gym—and how they make you a stronger communicator at work A fresh take on feature vs. benefit messaging (hint: your buyers are smarter than you think) How Collin builds buy-in by leading with positioning before assets—and how you can do the same And so much more. // In our conversation, we cover: 00:00 – Intro: Welcome Collin Mayjack to the show 01:33 – From pastor to product marketer: Translating complexity into clarity 03:53 – Why side projects make you a better writer and messenger 06:17 – The origin of Collin’s 7 messaging principles 08:32 – #1: Clear is better than clever (and why most messaging fails here) 09:57 – #2: Differentiate or die—how to bring product strengths to the surface 10:55 – #3: Jargon is the enemy—cut through corporate fluff 11:25 – #4: You can’t say it all—focus on what matters most 12:24 – #5: Customers do care about features (with a twist) 14:21 – #6: Talk to your champion like a human 15:50 – #7: Good messaging flows from good positioning 18:22 – Bonus: The best messaging is clear and clever—but clarity wins 19:17 – How Collin tests messaging without fancy tools (and why he goes rogue) 20:44 – Partnering with PMs to pitch new features to real customers 21:43 – Using customer reactions to validate and refine messaging 22:37 – Real-world naming feedback: letting customers vote live 23:31 – Testing messaging in startups vs. larger companies 24:49 – Scrappy tactics: using social, email, and founders to test ideas 26:00 – How to choose the right customers for feedback 26:58 – The politics of advisory boards and enterprise obsession 28:11 – The PMM cheat code: bring the story, get invited to the table 29:04 – Balancing product messaging with SEO and brand voice 30:33 – Winning influence by starting with positioning, not copy 31:31 – Using Emma Stratton’s VBF framework to earn trust and traction 33:01 – The “mild sauce” effect: how messaging evolves through compromise 33:59 – The power of pen-to-paper: why the strategist shapes the outcome 35:45 – Influence, humility, and the politics of feedback 36:43 – Why being likable matters more than being right 38:10 – How Collin enables the sales team with clear, human messaging 39:21 – “Tuesdays with Enablement”: internal sessions that drive adoption 40:14 – How Collin builds 30-second sales stories that actually stick 41:43 – The James story: an example of sales messaging that works 43:07 – Talk tracks over taglines: why real talk wins 43:49 – Being active in Slack and jumping on sales calls to support deals 44:55 – Lightning round: One messaging tip you can implement tomorrow 46:21 – What is living all about? Collin’s personal reflection 47:00 – Where to find Collin and lift him up // 👉 Where to find Collin LinkedIn: https://www.linkedin.com/in/collinmayjack/  Holy Shift Podcast: https://www.linkedin.com/company/holy-shift-pod/  👉 Where to find Josh LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Substack: https://onmessaging.substack.com/   YouTube: https://www.youtube.com/channel/UCUdKBktrLJWzNMDS45fh_Bg  // 🎙️Referenced Alex Eaton: https://www.linkedin.com/in/alexeaton1/  Mark Huber: https://www.linkedin.com/in/markehuber/  Gab Bujold: https://www.linkedin.com/in/gabriel-bujold/  Zach Messler: https://www.linkedin.com/in/zachmessler/  Anthony Pierri: https://www.linkedin.com/in/anthonypierri/ Emma Stratton: https://www.linkedin.com/in/emma-stratton-punchy/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    49 min

  7. APR 29

    "How We Almost Botched Our Messaging..." w/Alex Eaton | UserEvidence

    On the show today, I have Alex Eaton, Director of Product Marketing at UserEvidence. Before joining UserEvidence, Alex worked in product marketing at Help Scout and Lessonly. What you’ll learn: 1. The 3 traits that separate great product marketers from good ones—and why “execution” is the most underrated 2. How Alex avoided a messaging disaster at UserEvidence—and the simple question that unlocked the right positioning3. Why most messaging gets overlooked inside companies—and how Alex ensures people actually use it4. A tactical breakdown of messaging docs that get read—why yours should be under two pages 5. The “gut tension” test Alex uses to know when messaging isn’t ready yet—and how to push past it 6. How to tailor messaging for multiple personas without breaking consistency 7. The role of customer evidence in brand messaging—and why UserEvidence leads with faces, not product shots 8. How to enable sales without being the “messaging cop”—Alex’s exact approach to feedback, coaching, and internal buy-in 9. What Alex learned from working with messaging consultants like Fletch—and when to bring in outside help 10. The mindset shift from “being right” to “driving outcomes”—why collaboration beats ownership in product marketing And so much more. // In our conversation, we cover: 00:00 – Intro & Welcome 00:51 – What Separates Good from Great Product Marketers 03:32 – How to Get Teams to Rally Behind You 06:19 – The Anxiety of Surface-Level Messaging 07:48 – Execution Over Strategy: Getting In the Weeds 09:23 – How Alex Nearly Blew the Messaging at UserEvidence 12:02 – The Phrase That Almost Made It: "Evidence-Based Content Platform" 13:57 – The Simpler, Stronger Message: Customer Evidence Platform 14:56 – Rolling Out the Messaging: Site, Deck, Personas, and More 15:43 – Connecting Problem and Solution: From Evidence Gap to Platform Fit 17:36 – Working With Fletch on Messaging: Why External Voices Matter 21:37 – Simplifying Messaging for Global Understanding 23:23 – Leading With Customer Stories in Messaging 25:51 – Becoming the Best at Customer Evidence—In Their Own Marketing 27:31 – Leading With Personas, Not Product 28:26 – Why Real Faces > Stock Photography 31:32 – The "Two-Page Messaging Doc" Philosophy 34:06 – How to Layer in Nuance After the Message Sticks 36:24 – Giving Feedback Without Micromanaging Sales 41:43 – Enabling Sales to Use the Message Consistently 44:53 – Tailoring Messaging for Personas Without Losing Focus 50:11 – Final Takeaway: The Power of Gut Tension 51:36 – What’s Living All About? 53:13 – Where to Connect With Alex // 👉 Where to find Alex LinkedIn: https://www.linkedin.com/in/alexeaton1/  👉 Where to find Josh LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Substack: https://onmessaging.substack.com/   YouTube: https://www.youtube.com/channel/UCUdKBktrLJWzNMDS45fh_Bg  // 🎙️Referenced Mark Huber: https://www.linkedin.com/in/markehuber/  Jillian Hoefer: https://www.linkedin.com/in/jillianmacnulty/  Evan Huck: https://www.linkedin.com/in/evanhuck/  Ray Rhodes: https://www.linkedin.com/in/ray-rhodes-a0672568/  Anthony Pierri: https://www.linkedin.com/in/anthonypierri/  Robert Kaminski: https://www.linkedin.com/in/heyrobk/  David Ogilvy: https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X  Jason Oakley: https://www.linkedin.com/in/oakleyjason/  UserEvidence: https://www.linkedin.com/company/userevidence/  Lessonly: https://www.linkedin.com/company/lesson-ly/  Gong: https://www.linkedin.com/company/gong-io/  Help Scout: https://www.linkedin.com/company/help-scout/  Fletch: https://www.linkedin.com/company/fletch-pmm/ This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    56 min
  8. How to Get the Most From Every Customer Interview w/Shoshana Kordova | Peel Product Marketing

    APR 15

    How to Get the Most From Every Customer Interview w/Shoshana Kordova | Peel Product Marketing

    On the show today, I have Shoshana Kordova, creator of Peel Product Marketing. She truly defines what it means to be a curious product marketer and I think you’ll see what I mean throughout our conversation.  This episode is for product marketers who… - Are coming from a writing or editing background and how that experience is a huge plus - You’re looking to run customer interviews that go beyond surface level - How to create messaging for very technical products - How to understand the core needs of sales and why they are asking for enablement - Why it’s about understanding the story first, then the telling - And how to break into product marketing at a high tech start up And so much more.  // In our conversation, we cover: 00:00 Introduction to Shoshana Kordova's Journey 03:31 Transitioning from Journalism to Product Marketing 06:13 The Importance of Research and Interviewing 08:51 Understanding Messaging through Customer Insights 11:32 The Role of Internal Stakeholders in Messaging 14:19 Exploring Customer Needs and ROI 17:03 Peeling the Onion: Digging Deeper in Conversations 19:44 Crafting Clear Messaging for High-Tech Products 24:57 Understanding Diverse Messaging Needs 29:10 The Power of Visual Storytelling 34:25 Crafting Compelling Stories in Marketing 38:13 Mentoring and Building Confidence in Product Marketing 44:59 Key Messaging Takeaways and What Living is All About //  Find the full transcript at: https://onmessaging.substack.com/p/how-to-get-the-most-from-every-customer // Where to find Shoshana:  Website: https://app.assetmule.ai/vVFtTvys  LinkedIn: https://www.linkedin.com/in/shoshana-kordova/  How To Get Insights From Customer Interviews (Playbook #7): https://jetpack.productivepmm.com/playbooks/playbook-7-customer-insights-and-messaging Where to find Josh: LinkedIn: https://www.linkedin.com/in/joshua-chronister/  Substack: https://onmessaging.substack.com/  YouTube: https://www.youtube.com/@OnMessaging  // Referenced: Haaretz: https://www.haaretz.com/  Amanda Natividad: https://www.linkedin.com/in/amandanat/  Steven Dubner: https://www.linkedin.com/in/stephen-dubner-2a066578/  Washington Post: https://www.washingtonpost.com/  The New York Times: https://www.nytimes.com/  The Smithsonian: https://www.si.edu/  Marketo: https://business.adobe.com/products/marketo.html  Hubspot: https://www.hubspot.com/  Gong: https://www.gong.io/  Peel Product Marketing: https://app.assetmule.ai/vVFtTvys This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit onmessaging.substack.com

    48 min
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About

The word on messaging from fellow product marketers. Dig into the stories, skills, and advice from the top voices who craft messaging that resonates every day. Hosted and written by Josh Chronister. onmessaging.substack.com

Information

  • Creator
    Josh Chronister
  • Years Active
    2024 - 2025
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © On Messaging
  • Show Website
    On Messaging