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What are the most effective strategies for evangelizing your product vision?

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As a product marketer, you have a crucial role in communicating your product vision to different stakeholders, such as customers, prospects, partners, executives, and employees. Your product vision is the guiding star that defines the value proposition, the target market, and the long-term goals of your product. But how do you evangelize your product vision effectively and align everyone on the same page? Here are some of the most effective strategies for evangelizing your product vision.

本文章的要点总结

Leverage customer stories:

Turn your satisfied customers into product evangelists. Their real-world success stories resonate deeply and can be shared through various channels to amplify your product's value.
Build genuine connections:

Cultivate relationships with stakeholders by being transparent and consistently delivering value. This nurtures trust, which is essential for creating a network of passionate advocates for your product vision.

本摘要由 AI 和以下专家提供支持

Daria Vedernikova

Head of Product | B2C & SME | SaaS &…
Ronda Billings Morra

1 Tell a compelling story

One of the best ways to evangelize your product vision is to tell a compelling story that resonates with your audience. A story can capture their attention, emotions, and imagination, and help them understand the problem you are solving, the solution you are offering, and the impact you are making. A good story should have a clear structure, a relatable hero, a relevant challenge, a unique value proposition, and a call to action. You can use storytelling techniques such as anecdotes, metaphors, analogies, and data to make your story more engaging and memorable.

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Mili Gupta

Value addition aimed at enabling innovative, sustainable growth.
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Formulating strategies for evangelizing a product vision needs a holistic overview. This begins with defining clear goals and communicating about the desired impact for the organisation & community in general. Clarity, transparency, and communication at regular intervals regarding the vision synchronization with the brand purpose, values keeps the concerned aligned to the goal. The awareness & the momentum could be kept through internal campaigns for engaging and empowering the team. A compelling product vision can be conceptualised & actualised by involving stakeholders at all levels.

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2 Use visual aids

Another effective strategy for evangelizing your product vision is to use visual aids to support your story and illustrate your ideas. Visual aids can help you simplify complex concepts, highlight key points, and create a lasting impression. Some of the visual aids you can use are slides, diagrams, charts, graphs, mockups, prototypes, videos, and demos. You should choose the appropriate visual aid for your audience, purpose, and message, and make sure it is clear, relevant, and consistent with your brand identity.

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3 Tailor your message

A third effective strategy for evangelizing your product vision is to tailor your message to your specific audience and context. You should understand the needs, goals, expectations, and pain points of your audience, and adapt your tone, language, and content accordingly. You should also consider the channel, format, and timing of your communication, and optimize it for maximum reach and impact. For example, you might use different messages for a blog post, a webinar, a pitch deck, or a social media post, depending on who you are talking to and what you want them to do.

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4 Solicit feedback

A fourth effective strategy for evangelizing your product vision is to solicit feedback from your stakeholders and incorporate it into your product development process. Feedback can help you validate your assumptions, identify gaps, and improve your product vision. You can solicit feedback through various methods, such as surveys, interviews, focus groups, user testing, beta testing, and reviews. You should listen to your feedback carefully, acknowledge it respectfully, and act on it promptly. You should also communicate how you are using the feedback and how it is influencing your product vision.

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Ronda Billings Morra
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Soliciting feedback from stakeholders is critical for product development. However, this seems obvious, but it's important to define who the stakeholders are for that particular product first. Then solicit their feedback where you are most likely to reach them. Some examples I have seen work effectively include, utilizing your Community, creating a Customer Advisory Board and rewarding feedback from both through gamification (e.g. earn company swag or gift cards for filling out a survey or agreeing to do a case study). A regular cadence of communication with industry analysts to get their feedback on your product roadmap and GTM plans, feedback from partners & resellers, and input from your sales team who are speaking with prospects daily.

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5 Build relationships

A fifth effective strategy for evangelizing your product vision is to build relationships with your stakeholders and foster trust and loyalty. Relationships can help you create advocates, influencers, and champions for your product vision, and leverage their networks and authority to spread the word. You can build relationships by being transparent, authentic, and consistent in your communication, by delivering value and exceeding expectations, by recognizing and rewarding your supporters, and by collaborating and co-creating with your partners.

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Ronda Billings Morra
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Building relationships with product marketing & subject matter experts who can speak intelligently to amplify your product vision externally is a great 1st step. Get those SME's in front of external audiences through speaking submissions at industry conferences, industry analyst briefings, media opportunities in targeted industry publications, etc. A slam dunk is when a CUSTOMER becomes your SME and speaks about their success. These advocates are invaluable. In return, reward them w/company swag, enter their solutions into industry award competitions on their behalf, help them look good to their boss & get them promoted! Be their go-to resource when they need you and they may take your product(s) with them in their next job = more revenue.

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6 Measure and iterate

A sixth effective strategy for evangelizing your product vision is to measure and iterate on your communication efforts and results. You should define your goals and key performance indicators (KPIs) for your product vision communication, and track and analyze them regularly. You should also test different messages, channels, and formats, and compare their effectiveness and efficiency. You should use data and insights to optimize your communication strategy and tactics, and to align your product vision with the market needs and trends.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Daria Vedernikova

Head of Product | B2C & SME | SaaS & PaaS | More then 12 years of experience | Ex-Yandex | Ex-MTS | Ex-Veon
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Please don't lie, be honest with yourself and your customers. Pretending that your product isn't what it is will lead to failure. The story you create for your product should reflect your sincere belief in its potential, either now or in the future. This faith should be shared with key team members and, ideally, all employees. Not only is this possible, but it's necessary.

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What are the most effective strategies for evangelizing your product vision?

1

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3

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1 Tell a compelling story

2 Use visual aids

3 Tailor your message

4 Solicit feedback

5 Build relationships

6 Measure and iterate

7 Here’s what else to consider

Product Marketing

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What are the most effective strategies for evangelizing your product vision?

1

2

3

4

5

6

7

1 Tell a compelling story

2 Use visual aids

3 Tailor your message

4 Solicit feedback

5 Build relationships

6 Measure and iterate

7 Here’s what else to consider

Product Marketing

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