Summit US Sessions CAMP_Messaging Hierarchies Creating a Messaging Ladder From Product to Portfolio to Corporate

Messaging Hierarchies: Creating a Messaging Ladder for Campaigns

Wednesday May 6, 2020 | 11:45 AM - 12:05 PM

Speaker(s):  Barry Vasudevan, Barbara Winters

Track(s): Content Leader, Marketing Campaigns

Portfolio marketers must create and organize messaging for individual offerings, solutions and portfolios of offerings through the lenses of specific personas, buying groups, industries and geographies. Additionally, they must ensure the messaging fits within the umbrella of the corporate identity and fits into the organization’s campaigns and content. This session will provide a framework and process for creating value propositions and messaging for targeted audiences that ladders up (or down) from products and services to solutions and entire offering portfolios — all under the umbrella of corporate-level messaging. 

This session will provide the following benefits:

  • Coordinate messaging across multiple offerings and into campaigns
  • Ladder individual product or solution messages to higher-level customer needs
  • Ensure consistent and cohesive messaging from the brand level down to individual offerings

May 4–7, 2020 | Live Virtual Experience

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