When You Built It, But They Didn't Come: Improving Your Product Messaging
Rachel Rapoza, Ultimate Kronos Group
kHUB post date: March 23, 2021
Originally presented: March 18, 2021
Watch time: 50 minutes
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A lot of B2B companies have great products, but unfortunately, a lot of companies also struggle to effectively communicate the value of their products - or worst, they sound like everyone else. For some, great product messaging and positioning may seem elusive, however, this session will demonstrate that messaging and positioning is actually a science, not an art. Attendees will learn about common messaging and positioning mistakes, how to fix them, and tips for developing strong messaging and positioning to help your product stand out.
About the Presenter
Rachel Rapoza has over a decade of marketing experience at small start-ups, SMBs, and enterprise technology companies. She currently serves as a product marketing manager for Ultimate Kronos Group where she is responsible for developing messaging and positioning, creating go-to-market strategies, and driving awareness for their HR and payroll solutions. As a graduate from Hamilton College with a degree in Classical Languages, her academic background compliments her career experience - giving her a unique perspective on product messaging and positioning. Throughout her career she's been a thought leader in marketing topics as well as HR and payroll topics and has been a presenter and contributor at various industry conferences and publications including CIO, TLNT, Workspan, and Paytech. Outside of work, she is a mentor and ambassador for OutInTech, a non-profit organization that unites the LGBTQ+ tech community.