This session is about understanding, then communicating the value of your complex technology … which can be as hard as building the darn thing!
Product or feature launches can flop when people don’t understand the value of your new shiny. Potential adopters need to know “Why is this important?” and “What’s in it for me?”
We are not Kevin Costner. If we build it, they might not come … without good comms. Clear, compelling Product Communications are at the center of Product Adoption. To do it right, you need to start with a strong, clear, consensus-based technical foundation.
What happens when I don’t? You get product positioning based on trendy buzzwords that don’t actually communicate the value of your tech, and that also repels skeptical (pragmatic!) tech-savvy audiences.
What happens when I do? You get unified, fact-based positioning based on substance and technical truth that will resonate with your audience. It will help you create clear product messaging, enabling all stakeholders to communicate consistently, accurately, and compellingly.
Where do I use that? Most obviously, this informs all of your public-facing marketing and messaging at all journey and funnel stages. It should lead to factual sales materials, free from hyperbole, and technical communications supporting the rest.
Synopsis
Learn how to capture your product’s technical truth and turn it into effective communications across all roles.
Learning objectives: After this session, attendees will understand how to:
- Create a living library of accurate, agreed-upon product features, the challenges they solve, and the benefits they bring to your audience.
- Conduct a deep, structured analysis of your product, collecting granular, comprehensive, structured data about your product’s features.
- Distill this information into logical-functional groups, product positioning, and a base for your further communications planning.
Content focus area
Content & Marketing
Target audience
Product owners, founders, and anyone who needs to capture the value of a complex technical offering in communications.
Prerequisites
If you’ve ever built or tried to build a product and had trouble capturing its essence, that’s what this session is about.