How can you create a technical messaging framework that aligns with your product roadmap?

As a product marketer, you need to communicate the value and benefits of your product to your target audience, especially when you launch new features or updates. But how do you craft a compelling and consistent technical messaging framework that aligns with your product roadmap and differentiates you from your competitors? In this article, we'll show you how to create a technical messaging framework that covers four key elements: your product vision, your value proposition, your feature benefits, and your proof points.

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1 Product vision

Your product vision is the overarching goal or purpose of your product. It describes what problem you're solving, who you're solving it for, and how you're different from other solutions. Your product vision should guide your product roadmap and inspire your customers and stakeholders. To create your product vision, you need to conduct market research, understand your customer needs and pain points, and analyze your competitive landscape. Your product vision should be concise, clear, and compelling.

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2 Value proposition

Your value proposition is the core message that summarizes the value and benefits of your product for your target audience. It answers the question: why should they choose your product over others? Your value proposition should highlight your unique selling points, address your customer's main challenges, and convey the outcomes and benefits they can expect. To create your value proposition, you need to segment your audience, identify their key drivers and motivators, and map your features to their benefits.

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Ron Ng.

Driving Web3 projects to reach a community of 500k strong in 90 days | Strategy Advisor at BlockPR | Grow your brand on Linkedin
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I'd suggest incorporating storytelling into the value proposition. This makes it more relatable and memorable, especially in a crowded market. By narrating how our product fits into the customer's world, we can make a more impactful connection.

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3 Feature benefits

Your feature benefits are the specific and tangible benefits that your product features deliver to your customers. They explain how your product helps them achieve their goals, overcome their obstacles, and improve their situation. Your feature benefits should be relevant, specific, and measurable. To create your feature benefits, you need to prioritize your features based on your product roadmap, define the benefit statements for each feature, and quantify the impact or value of each benefit.

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Brad Veregin

Director, Product Marketing @ ScalePad | GTM | Growth
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I’d add in that you also need the feature capability, especially when you’re communicating to technical minds, as your audience will want to know exactly how your feature works and what it does BEFORE looking at the benefit. This holds especially true for any smaller SaaS company that’s just gaining traction in the market.

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4 Proof points

Your proof points are the evidence or support that validates your value proposition and feature benefits. They demonstrate that your product works as promised, that it satisfies your customers, and that it outperforms your competitors. Your proof points can include testimonials, case studies, reviews, ratings, awards, certifications, data, statistics, or comparisons. To create your proof points, you need to collect and analyze feedback from your customers, partners, and industry experts, and select the most relevant and persuasive proof points for each feature benefit.

By creating a technical messaging framework that aligns with your product roadmap, you can ensure that your product marketing strategy is consistent, coherent, and compelling across all channels and stages of the customer journey. You can also use your technical messaging framework to create different versions or variations of your messages for different segments, personas, or scenarios. A technical messaging framework is a powerful tool that can help you communicate the value and benefits of your product in a clear and convincing way.

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Brad Veregin

Director, Product Marketing @ ScalePad | GTM | Growth
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Your current customers will tell you exactly what you need to know - it will even be done using the technical words that are relevant to you ICP. Capturing candid testimonials is the best way to get authentic messaging for technical audiences. With all the ‘perfect videos’ on the internet now, a real video with somebody that represents your ICP will go a long way to justify the value of your product or service.

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5 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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Josh Mayfield
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One trick that has worked for me is a progression I call “Function, Form, Frame”. Function: description of the technical aspect you’re talking about (typically a capability). The function could take various forms, like in a competitor’s product. Form: this is your click path and description of the function when embodied in the product. You can get there just by filling in the blank “X function takes the form of _____ in my product”. Frame: position the technical function and form relative to broader market conditions, architectures, technographic profiles, and context that gives meaning to your function and form.

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How can you create a technical messaging framework that aligns with your product roadmap?

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3

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5

1 Product vision

2 Value proposition

3 Feature benefits

4 Proof points

5 Here’s what else to consider

Product Marketing

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How can you create a technical messaging framework that aligns with your product roadmap?

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1 Product vision

2 Value proposition

3 Feature benefits

4 Proof points

5 Here’s what else to consider

Product Marketing

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