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Saturday, May 12 • 11:30am - 12:15pm
192 - Message Maps: Align Product, Marketing, and Sales to Delight Customers with Every Interaction

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Message inconsistency is the silent killer of conversion rates. This is well known in digital marketing, especially in PPC where you can find a multitude of articles on Moz like “How Message Match Can Lift Conversion Rates by 212.74%.” But why do we stop at the message match between the ad and the landing page? Do you respond to cold emails from sales reps if their email messaging is completely inconsistent with the website messaging for that product? Probably not.

Think about how you describe your product. Is that the same messaging others in your company use? Product Marketers? Product Managers? Sales Reps? Customer Support? Your website copy? Are your prospects and customers hearing different messages from each of those groups? Is that really all that different from the message mismatch between paid ads and landing pages which demonstrably kill conversions? There’s a solution: Message Maps.

In this session, we’ll present:
- How message maps have helped us to align product, marketing, and sales teams with a single voice
- Multiple ways to build message maps to fit your organization’s unique set of personas, products, solutions, use cases, etc.
- How to get organizational buy-in from internal audiences
- Templates for message maps that you can use immediately

avatar for Jonathan Bracken

Jonathan Bracken

Co-founder and CEO, GrokSpark
Jonathan Bracken is currently Co-Founder/ CEO at GrokSpark. He has spent the past 13 years of his career in software marketing: First in Product Marketing, then as a Demand Gen and Inside Sales manager and then as a VP of Marketing. The companies he’s served during this time have... Read More →
avatar for Tim Hinds

Tim Hinds

Head of Product & Marketing, GrokSpark
Tim Hinds is the Head of Product & Marketing at GrokSpark and writes about B2B tech product marketing on the https://productmarketing.management blog. He has spent the past 9 years working in product marketing for technical audiences at high growth B2B software companies and has overseen... Read More →

Saturday May 12, 2018 11:30am - 12:15pm
Room 3-097

Attendees (46)