Why Infrastructure as Code Companies Need This

For infrastructure as code products, a well-crafted messaging framework is essential. Your target buyers—Platform Engineers, DevOps Engineers, Cloud Architects—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing infrastructure as code mean your messaging framework needs to:

! Address: Differentiating from Terraform/open source

! Address: Justifying cost for teams already using free tools

! Address: Explaining enterprise value clearly

Key Components

Every effective messaging framework for infrastructure as code should include:

1
Value proposition
2
Target persona definitions
3
Pain points and solutions mapping
4
Key differentiators
5
Proof points and evidence
6
Tone and voice guidelines
7
Messaging by persona

Step 1: The Brief

Before creating your messaging framework, document answers to these questions specific to your infrastructure as code product:

Product Questions

→ What specific declarative configuration capabilities does your product offer?
→ How does your product differ from HashiCorp?
→ What metrics can you share about performance or results?

Persona Questions

Platform Engineers:

→ How does your product address: State management complexity?
→ How does your product address: Multi-cloud support?

DevOps Engineers:

→ How does your product address: Learning curve for teams?
→ How does your product address: CI/CD integration?

Use Case Questions

→ How does your product support platform engineering?
→ How does your product support multi-cloud management?

Step 2: The Draft

With your brief complete, create your messaging framework following this structure:

Messaging Framework Outline

1. Value proposition
2. Target persona definitions
3. Pain points and solutions mapping
4. Key differentiators
5. Proof points and evidence
6. Tone and voice guidelines
7. Messaging by persona

Tips for Infrastructure as Code

TIP Lead with the problem: State management complexity resonates with Platform Engineers

TIP Show, don't tell: Include examples of declarative configuration and state management

TIP Address objections: Differentiating from Terraform/open source will be top of mind

Common Mistakes to Avoid

When creating a messaging framework for infrastructure as code, watch out for these pitfalls:

X Making it too long and unusable

X Focusing on features instead of outcomes

X Not testing messaging with real prospects

X Forgetting to include competitive positioning

X Writing it once and never updating

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona

→ Test messaging claims with real prospects if possible

→ Ensure design supports (not distracts from) the content

→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Google Docs Notion Miro for collaborative workshops

Learn From These Companies

Study how these infrastructure as code companies approach their marketing:

HashiCorp ↗

Public

Multi-product ecosystem, open source to enterprise path

Pulumi ↗

Series C

Programming language differentiator, developer experience focus

Spacelift ↗

Series B

CI/CD for IaC positioning, GitOps focus

Related Guides

Messaging Framework for Other Categories

Messaging Framework for API Platforms Messaging Framework for Data Infrastructure Messaging Framework for Developer Tools

Other Guides for Infrastructure as Code

Demo Video for Infrastructure as Code Sales Deck for Infrastructure as Code Website Copy for Infrastructure as Code

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