#26 | Jarod Greene, Highspot

In so many ways, messaging doesn’t belong to your company.

It belongs to your customer. Your buyer.

And the companies who get closest to the customer — and use their insights and language to help guide messaging strategy — are the ones who win.

In this episode of Adventures in Messaging, the awesome Jarod Greene, VP Product Marketing at Highspot, discusses this outside-in approach to messaging and positioning, and some of the ways his team brings the voice of the customer in. Including:

— Getting real about actual win themes and customer value (and never assuming it was just that awesome feature that did it)
— Listening to your customer’s actual language (and not imposing your own internal spin on it)
— Making interviews with lost prospects and surveys with ICPs a part of your process

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