The how/why ladder: Turning product features into messaging that resonates

In this session, you'll learn how to use the How/Why Ladder: a framework for building product messaging that resonates across your entire buying committee. We'll cover how to build full-spectrum messaging that articulates outcomes for executives, clarifies capabilities for users, and helps you avoid pitfalls like generic & undifferentiated benefits ("save time!") or feature lists that only speak to a single persona.

B2B purchases are team decisions. Your product messaging needs to work for the IC evaluating workflow fit, the manager assessing team impact, and the executive approving budget, all at once. Most product marketers pick a lane (features or benefits) and hope for the best. But that leaves gaps in understanding for your buying audience. Full-spectrum messaging makes it easier for people at every seniority level to advocate for your product internally.

Attendees will walk away with:

• An immediately usable system & address gaps in your current messaging and build comprehensive messaging for new releases
• Lots of examples of what 'good' looks like
• A digital template you can use on your own or with your team

You'll be able to take any product feature and systematically expand it into messaging that resonates at every level of your buying group, from concrete capabilities to aspirational outcomes with clear guidelines for keeping your value prop differentiated and meaningful.