ProductCamp Boston May 12 2018

1. MESSAGE MAPS
Align Product, Marketing and Sales to
Delight Customers with Every Interaction

2. PROBLEM OVERVIEW

3. THE IMPORTANCE OF CONSISTENCY
• Survey says?
• High correlation between
consistency and customer
satisfaction
• Business impact
• Consistent brands are worth
20% more than inconsistent
ones

4. MARKETING, SALES AND SUPPORT ASSETS
B2B MESSAGE CONSISTENCY CHALLENGES

5. PRODUCT,
MARKETING,
SALES,
SUPPORT PEOPLE
B2B MESSAGE CONSISTENCY CHALLENGES

6. PARTNERS,
AGENCIES AND
OTHER 3RD PARTIES
B2B MESSAGE CONSISTENCY CHALLENGES

7. KEEPING UP WITH
THE PACE OF CHANGE
B2B MESSAGE CONSISTENCY CHALLENGES

8. WHY DON’T PRODUCT MARKETERS FIX IT?

9. THE SOLUTION

10. SIMPLE MESSAGE MAP
Product Name
Product 1
Product Category
Widget Management System
Value Proposition For Widget Engineers who need to manage their widgets, Product 1 is
the widget management system that allows them to manage their
widgets in half the time unlike Product 3 and Product 8.
Messaging Pillars
Key Message 1 Key Message 2 Key Message 3
Supporting Messages
Supporting Message 1 Supporting Message 1 Supporting Message 1
Supporting Message 2 Supporting Message 2 Supporting Message 2
Supporting Message 3 Supporting Message 3 Supporting Message 3

11. DETAILED MESSAGE MAP

12. PROCESS FOR CREATING CONTENT
WITHOUT DETAILED MESSAGE MAP
Draft Datasheet
PM
Review
Add Edits
from PM
PM
Review/
Approval
Design Edits Management Review
1 Day .5 Day.5 Day .5 Day.5 Day .25 Day 1 Day
4.25 DAYS

13. PROCESS FOR CREATING CONTENT
WITH DETAILED MESSAGE MAP
Design Edits
.5 Day .25 Day.25 Day
Draft
1 DAY

14. I GET IT.
NOW WHERE’S
THE TEMPLATE?

15. ESTABLISHING
MESSAGE MAPS AT
YOUR COMPANY
• People
• Process
• Technology

16. QUESTIONS?

17. TEMPLATE LINK
https://docs.google.com/spreadsheets/d/1pAw7VmfRb4_vj6
JRd5ZDp8IZSGCcZjA6F3UjnJnlDE4/edit?usp=sharing
CONTACT INFO
Jonathan Bracken: jonathan.bracken@grokspark.com
Tim Hinds: tim.hinds@grokspark.com