• #26 | Jarod Greene, Highspot

  • Sep 4 2022
  • Length: 17 mins
  • Podcast

#26 | Jarod Greene, Highspot

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  • Summary

  • 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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