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ContentTECH Summit Schedule Viewer


Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. This agenda is subject to change so check back before the first show day to make sure your preferred sessions are still running as originally scheduled. Please note all times are shown in Eastern Time.

How to Create a Messaging Framework that Resonates

Pam Didner  (Author, Effective Sales Enablement)

Date: Monday, August 10

Time: 2:00pm - 2:30pm

Pass Type: Virtual Pass, Virtual Pass + Workshop - Get your pass now!

Track: Core Content Concepts

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

As a marketer, the two most frequently asked questions by your team tend to be “how much budget do we have?” and “how do we position our products and services?” You may not be in control of your budget, but you can uniquely differentiate your products and services.

Pam Didner will share a simple process to help you rationalize your value propositions across product/service lines and bring clarity to your sales and marketing teams. She will discuss features vs. benefits, messaging vs. value propositions and taglines vs. slogans. This process will help you decode product features and benefits, identify customers’ needs and map them together to create a framework that your team can use to create content.

Takeaway

After the session, you will be able to:
  • Comprehend the benefits of a messaging framework
  • Understand the steps needed to create value propositions
  • Tie product features and benefits to customers’ pain points and challenges



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