Product positioning, hierarchy and messaging helped this financial data company articulate its offering to the right companies and decision makers.

As Europe's biggest source of consumer transaction data, Fable Data needed to set out its stall and explain the features and benefits to different types of financial services companies and personas.

After developing a strong understanding of the data and insights offering, I organised the knowledge into a comprehensive product playbook incorporating key information, positioning, differentiated messaging and use cases, as well as clear graphics to visualise and clarify the offering.

This became the central point of reference for sales and marketing teams, and included:

Data universe and attributes

• Key facts

• Competitor comparison

• Product range and comparison

• In-depth product information

Customer-grouped product benefits and use cases

• Hedge fund

• Asset management

• Private equity

Persona profiles and tailored messaging for:

• Fund manager

• Analyst

• Data scientist

• Head of strategy

Product use cases

• Predict, analyse, measure

• Track, understand, get ahead

  
  

View the full product playbook >