Messaging and Differentiation Primer for 2023

Experts: Alan Antin, Rahim Kaba

Messaging must be relevant, clear and compelling to capture and retain attention in dynamic and competitive markets, where technology buyers tend to have a fluid and self directed approach to information gathering. 

Product marketers should leverage guidance and best practices in this research to:

1. Develop differentiated positioning.
2. Optimize portfolio marketing.
3. Create compelling stories.
4. Launch products and services.

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