Strategic Messaging Map

Tagline / Headline

Slogan
Positioning
Messaging Positioning
Statement

25-word description

Business function

Target Titles
Customer
Role in the buying
process
Value #1

Value Statement

Value Bullet points

Product Features

Proof points /
Metrics

Value #1

Value Statement

Value Value Bullet points

Messaging
Product Features

Proof points /
Metrics

Value #1
 Value Statement

Value Bullet points

Product Features

Proof points /
Metrics
c Messaging Map

Value #2 Value #3

Value #2 Value #3

Value #2 Value #3
 origial article

Tagline / Headline

Slogan

Positioning Statement

25-word description

Business function

Titles

Role in buying cycle

Value Category

Value Statement

Bullet points

Features

Proof points / Metrics

 How to Develop Strategic Messaging and Positioning

Catch phrase or product category definition.Ex: Best-in-class Marketing Automation Software (Marketo)

Short, memorable phrase/statement that summarizes the company's strategy.

Ex: Drive Revenue with Accounts that Matter (Marketo)

How your product/company/brand brings value to customers in ways different from competitors.

One sentence company description.

Business functions or departments involved in the buying process.

Titles of your target customers involved in the buying process.

What role an individual plays in the buying process.

Describe the value provided using two or three words.

One sentence value statement.

Value broken down into a few smaller items.

Identify the exact product features that correspond with a particular value.

How success of delivering this value to customers can be measured, case studies of the customers with similar pains that were
solved with your product.
 created by Myk Pono @myxys

omation Software (Marketo)

gy.

nt from competitors.

tudies of the customers with similar pains that were

 origial article How to Develop Strategic Messaging and Positioning

Target Customer Profile / aka Ideal Customer Profile (IC

FIT / Profile

Revenue

Organization Size

Industry / Vertical

Role in buying
process

Title

Profile Function

Team size

Technology Stack
 created by Myk Pono @myxys

a Ideal Customer Profile (ICP)

PAIN / Behavior

Daily activities

Goals

Responsibilities

Success Metrics

Biggest Challenges

Budget
 origial article How to Develop Strategic Messaging and Positioning

Strategic Messaging & Content T

Value #1
Buying Persona #1 Content topics associated with this value

(econ buyer)

Value #1
Buying Persona #2
(end-user)

Value #1
Buying Persona #3
(influencer)
 created by Myk Pono @myxys

gic Messaging & Content Topics

Value #2 Value #3

Value #2 Value #3

Value #2 Value #3