AMA: MetaRouter Director of Product Marketing, Michele Nieberding 🚀 on Messaging

As a solo and founding Product Marketer (and total marketing team of 2 people), I feel this deeply..I have almost no time to truly dedicate to market research. I personally like to use Gong because there is so much GOLD that already exists, and the filters and alerts you set up can highlight and help bubble up the most important pieces. For example: * Create Keyword Trackers: Set up keyword trackers around key topics, competitors, or product features to identify recurring themes in customer conversations. This can reveal what customers care about most and help you align your messaging. * Use Filters to Focus on Market Segments: Segment call data by industry, customer type, or deal stage to pinpoint unique needs across different audience segments. * Tactic: Run a regular report with top-trending keywords and analyze shifts over time. For example, if you track "automation" vs. "efficiency," you might find these increase in importance at certain times of the year. Check out some specific Gong filters I like to use in my "PMM Hacks Series" here. If you don't have Gong, prioritize high-impact research questions. For example: * Focus on What Moves the Needle: Start with one or two questions that align most closely with your strategic goals (e.g., understanding top competitor differentiators or customer onboarding pain points). * Validate with Minimal Testing: If you’re testing messaging, try running quick social media or email A/B tests, where you can get a fast read on engagement or click rates without dedicating extensive time. * Mine Existing Data: Use customer feedback, support tickets, and product reviews (I LOVE putting G2 reviews into ChatGPT to surface insights) as a rich source of insights. These channels can reveal common issues, desired features, or even language you can adopt in messaging. * Use Automated Tools: Tools like Zendesk or Intercom can pull sentiment or keyword insights from support tickets automatically, which saves time and uncovers recurring themes without manual review. And finally, some ChatGPT prompts I've found to be helpful just to gauge market trends (*caveat: BE SURE TO VALIDATE WHATEVER RESPONSES YOU GET!). I like to validate internally with sales and externally with customers (aka "Does this sound accurate?") * "What are the main pain points and unmet needs of [target audience] in the [product category] market, and how are these evolving with recent trends?" * "What are the current and emerging trends in the [industry] space that are influencing customer preferences and purchasing behavior?" * "How has demand for [product category or feature] changed over the past year, and what market dynamics are driving this shift?" * "What gaps exist in the [product category] market that could represent growth opportunities, especially in light of recent trends or competitor offerings?" * "How are top competitors positioning their products in the [industry] and adapting their strategies to align with changing market trends?"

Yes, but...I would use this as a data point along with other methods of messaging testing/validation if you don't have a lot of traffic -- A/B testing on your website is probably one of the best ways of testing messaging if you get a decent amount of traffic. First, you need to define your goal and hypothesis (aka, what are you trying to learn from the test?). For the goal, are you trying to see which messaging version resonates more with your audience, or testing new value propositions, or even just seeing which word resonates more (i.e. "infrastructure" vs. "foundation" is one I just tested)? Formulate a hypothesis such as “If we change [specific message element], we’ll increase [specific KPI like engagement, traffic, clicks] by X%.” If you're asking HOW you can test messaging with a small % of traffic, here are two suggestions: * Select a specific page/pages with higher (or lower) traffic that align with your testing goal, like the homepage, pricing page, a specific solution page, etc. * Decide which segments of your audience to include, such as new vs. returning users or specific demographics relevant to the message. * Tools you could use for segmentation: * Google Analytics: Analyze your audience and traffic data to determine which segments should receive the new messaging. * Facebook Pixel: If you plan to test messaging on ad landing pages, use audience insights to refine segments. For the actual TESTING, here's what I would recommend as tools to use based on your goal and tech you use currently: * Google Optimize: Free and integrates with Google Analytics, ideal for smaller tests on specific traffic percentages. * Optimizely or VWO: More advanced A/B testing platforms with robust targeting and analytics features. * Unbounce: If testing landing pages specifically, Unbounce allows for easy A/B split testing of entire page layouts and content.

Great question! Especially asking about messaging for a feature launch specifically (vs. overall product messaging). My process might be a bit unique, but here's the process I like to follow (assuming this is for a seasonal product launch that includes multiple products/features/enhancements, not just a standalone, individual feature launch): Step 1: Market Research and Stakeholder Alignment *NOTE: No launch is successful without stakeholder alignment up front! * Understanding the market: what is the pain point/need/competitor gap? Are these tablestakes/catch up features or a differentiator/leap frog feature? Validate this with sales and CS. * Consolidate Customer Insights: Pull insights from existing customer conversations--I use Gong alerts and transcripts + G2 + ChatGPT to consolidate feedback. I specifically looked for language customers used when discussing similar analytics needs, paying close attention to pain points and repeated phrases. * PRO TIP: Check with product to see if they've done any prior research/validation on WHY they prioritized and built specific products. Are there specific customers that requested this? And why? This is a GREAT starting point for the next step, and a really good habit to get into with your product team as part of the product development and research process. * Get Sales and Customer Success Feedback:Conduct 1:1s with key sales and CS reps to gather direct feedback on customer needs and objections to align our messaging with the language they are hearing in the field. * Check the Competitive Landscape: To refine positioning, analyze competitors’ messaging on similar features and identify both gaps in their approach and specific differentiators to emphasize. Key Deliverable: Document the core insights in a “Messaging Insights” doc that outlines top pain points, competitive gaps, and your product’s potential differentiators. Share this (often) with stakeholders across sales, product, and marketing to ensure alignment. Step 2: Craft Core Messaging Pillars and Messaging Framework * Value Prop Development: Using the research, formulate three core messaging pillars to drive the narrative for the launch. Each pillar should address a primary customer pain point, such as “immediate insights without needing data expertise.” * Customer-Centric Language Testing: To validate these pillars, conduct a quick A/B test on social media posts, testing how customers responded to different phrasing. This allows your to gauge which pillars resonate best and refine the language. Key Deliverable: Comprehensive messaging framework doc. This includes a set of three customer-validated messaging pillars (including a quote if you can get it! and re-surface in the press release), each connected to a specific benefit and pain point, forming the foundation of all launch content. This serves as the blueprint for all launch communications and is hugely helpful across marketing teams if there are others building content like PR for the launch. Step 3: Collaborative Feedback and Iteration * Internal Testing: Share the messaging framework with the CS or sales team to test in a few live calls. This real-time feedback is invaluable—for example, you might learn that one of the taglines doesn't land well, so you can adjust the language accordingly, which is HUGELY helpful for PR. * Cross-Functional Review: Host a workshop with product, sales, and marketing to review the messaging framework together with clear GOALS (what are we hoping to achieve with this launch?). This allows for collaborative feedback and final refinements, ensuring the messaging felt aligned across all teams. Key Deliverable: An updated, final version of the messaging framework that reflected real-world feedback and cross-functional input. PRO TIP: Get leaders of each team to formally "sign off" on that doc say it is approved to avoid push back or 'whiplash' moments as you get closer to launch. Step 4: Launch Step 5: Post-Launch Feedback - we are always refining and iterating! And of course, I do love a good template. I know you didn't ask for it, but sharing here in case it's helpful!

Firstly, I would say...PROCEED WITH CAUTION! Tech companies especially are always tempted to create a new category. Because cause of courseeeee what they're building is unique and different, right?? At a Series A B2B startup, here's my advice: You should almost always anchor your product to an existing category. Some of the biggest pitfalls with category creation: 1. No competition. Meaning you can't tap into existing demand--you have to make entirely new demand. 2. Low product understanding. You spend most of your time in the education phase explaining what you do and explaining the fundamentals of the product and WHY you're reframing it to (attempt to) create a new category. 3. Confusion on WHO the buyer is/mixed buyer profile. It becomes harder to get an ICP, because it is likely different people and no clear budget/line item to pull from. In other words, rather than creating a new category, it’s often more effective to disrupt an existing one. Benefits of differentiating in an existing category include: * Tapping into existing demand * Gives people a frame of references * Makes choosing distribution channels easier * Highlights key differentiation related to competition * Makes clearer use cases * Uses existing definition that are tested An example of anchoring onto an existing category but not creating one is MetaRouter's CDP's Best Friend campaign. While not a CDP itself, MetaRouter fuels CDPs with more and better customer data. Rather than explain a new category like "Customer Data Infrastructure (CDI)," it bolted itself onto an existing category. Another example is Spekit who attempted to make a category for "just-in-time enablement platforms" who ended up retreating back to a "Sales Enablement Platform" with real-time enablement and AI-powered content creation and recommendations as value props. That being said, I do believe there are companies that have done this well. For example, Qualtrics who pioneered the CX (Customer Experience).

A critical yet incredibly hard part of messaging--especially in fast-paced industries like tech where it feels like things are always changing AND "shiny object" syndrome is a real thing where leaders get excited about specific use cases. Which is great as a "hook" for sales, but can lead to messaging whiplash and identity crises imo. Some tips I like to use to build, manage, and KEEP that alignment across the org: * Focus on shared goals: Remind the team of the common objective—crafting messaging that resonates with customers and drives business goals. Emphasize the importance of aligning on the customer’s needs and pain points, which can help refocus the conversation. * Bring stakeholders along for the journey: Engage executives and key stakeholders early in the process by conducting interviews. Ask open-ended questions to understand their perspectives on the company’s differentiation, the customer pain points the product addresses, and the benefits it delivers. This collaborative approach ensures that everyone feels involved and invested in the messaging. * Highlight overlaps: As differing opinions are expressed, look for overlapping themes or points of agreement. Use these commonalities as building blocks for a unified message. * Check in early and often: Develop a timeline with regular check-ins and milestones that keeps executives and stakeholders informed about progress. Clearly communicate what they can expect at each stage, including opportunities for feedback--track that feedback in a single doc that everyone can access! * This creates an interactive feedback loop where stakeholders can provide input on drafts or iterations of messaging. This iterative approach fosters collaboration and keeps everyone aligned as the messaging evolves. For example, after initial drafts, hold a review session to gather feedback and make adjustments based on their insights. * Start from the top down: Securing buy-in from leadership, particularly the CEO, is essential for aligning the organization on messaging. When executives are clear and committed to the story being told, it legitimizes the messaging effort and encourages other stakeholders to follow suit. They can also share feedback on how the messaging resonates with investors, board members, and other high-level industry leaders. This endorsement creates a unified direction that cascades throughout the organization, ensuring everyone is aligned. * Find your internal cheerleaders: These are individuals within various teams—whether in sales, customer success, or product development—who are enthusiastic about the messaging and believe in its value. By engaging these advocates early in the process, you can leverage their influence to champion the messaging within their respective departments. Encourage them to share their insights and experiences, which can provide valuable perspectives and help refine the messaging. These cheerleaders will not only promote the story and messaging but also create a sense of community and shared purpose, ensuring that the messaging resonates across different teams and departments. * Use data to back up your POV where you can: While messaging can be creative and subjective, its effectiveness must be measurable. Leverage data from various channels to evaluate how well your messaging resonates with your target market. Some ideas for that: * A/B testing on website and landing pages -- track traffic, click-through rates, and conversion rates * Run A/B tests on email copy to see which messaging drives better open and click rates. Analyze customer responses to gauge sentiment and interest. * Share different messaging approaches on social media and monitor engagement metrics (likes, shares, comments) to identify which messaging resonates best with your audience. * Post-launch, gather qualitative data through customer surveys and feedback sessions to understand their perceptions of your messaging and what resonates most. * a CAB is great for this! * Gab Bujold developed a "Message Market Fit" scorecard which I love to help quantify this * Keep teams aligned with an ongoing “messaging drumbeat” (which yes, might mean a dedicated Slack channel) * Regular Messaging Refresh Meetings: Messaging isn’t static. Establish a rhythm of bi-monthly or quarterly refresh meetings with cross-functional teams to share any updates based on customer feedback, market shifts, or competitive moves. These sessions are not only for alignment but also an opportunity for each team to understand where and how they contribute to the messaging. * Align on a Process for Updating Messaging: When market dynamics change or new product features are launched, ensure you have a documented process for updating messaging. Centralize feedback from teams, analyze the impact on current messaging, and communicate updates through official channels to avoid misalignment. * I like to talk about this as "Current messaging --> market shift (what happened/changed) --> company POV (what can we do to support, and how are competitors responding?) --> suggested messaging tweaks" * Share Success Stories and Wins: When a particular message or narrative works well—like a Sales win from using a specific value proposition or a positive customer response—share this success across the org. Hearing real outcomes reinforces the power of unified messaging and keeps teams motivated to stay aligned. * PRO TIP: Keep all of these wins in a centralized doc with links to quotes+Gong calls as applicable. If you can, include if this was a win against a certain competitor and/or a "competitor "take out" You might be saying to yourself, "That's great, Michele. But what if our stakeholders have vastly different opinions on messaging and focus for the business?" Story of my life...Let's talk about it! When faced with vastly differing opinions on messaging, facilitate open dialogue by creating a safe space for stakeholders to share their perspectives and actively listen to one another. I like to call these "Come to Jesus meetings." Again, identify common ground (I like to boil this up to companywide KPIs) by focusing on shared goals and overlapping themes (i.e. drive pipeline/ARR, retention, etc.), and use data where you can (i.e. from customer insights like Gong calls or G2 reviews and A/B testing) to inform decisions. Establish clear criteria for effective messaging, identify decision-makers for final calls, and document the agreed-upon messaging to ensure alignment. If all else fails...lead with a decision-making process (but remember, YOU are the ultimate expert! lead with confidence) * Identify Decision-Makers: If consensus cannot be reached, clarify who has the final say on messaging decisions. This could be the product marketing leader, the CMO, or another designated executive. Ensure that everyone knows the process for reaching a decision. * Document and Communicate: After a decision is made, document the agreed-upon messaging and the rationale behind it. Communicate this clearly to all stakeholders to ensure alignment moving forward. I like using the RAPID framework for this. Happy to send a template for what that can look like!

Interesting way to phrase this, but I like to use those as INPUTS for my messaging. Then I look at what am I trying to create messaging for? A solution/platform, new product pillar, or a launch? I like to have a "single source of truth" messaging docs both for the overall platform and each (seasonal) launch to start. From there, I build a messaging pyramid: * Overview: What is the overarching solution and what it does * For example: "MetaRouter is an enterprise-grade customer data collection and integration solution that ensures quality, compliance, and control." * Messaging Pillars: 3-5 pillars that capture the essence of the product and its differentiation. * Each pillar should have: * A clear statement of the message - I like to call this an "impact statement." For example: "Create a reliable, centralized point of collection that can feed your ecosystem with confidence in real time." * Supporting evidence or data to back it up * How it relates to the target audience’s needs * Value Props - HOW a product or service solves a problem, delivers specific benefits, and addresses the needs of a target audience * Differentiation Points - talk about the unique features, qualities, or aspects of a product that set it apart from competitors in the market (and which competitors). * NOTE: This does not need to be a feature by feature comparison imo. * Use Cases (with examples) - describes a specific scenario in which a product or service is used to achieve a particular goal or solve a problem. It often includes details about the user, the context, and the desired outcome. * Features and capabilities (HOW your product supports these use cases) * Customer and industry stats Happy to share a template for this!

I go old school and have a Google Doc template I love, but the general buckets are these. * Industry trends - what has changed (Is it a big change? it should be! Is it relevant? Can you measure the impact? include stats with links) * Who is the enemy? Is it the status quo or an old/antiquated way of doing things * Why now? Drive urgency on needing to make this change ASAP * Show that there will be winners and losers - what is the "destination?" - provide examples where you can. For example, "If you don't prioritize data compliance, you'll open yourself up to huge regulatory fines like xyz companies." * Introduce your solution as the way to overcome these challenges * Present evidence on how you've been able to help others do this

When it comes to messaging, I think data is a nice-to-have, not a need-to-have. There's a delicate balance that needs to happen in messaging where you are prioritizing consistency in messaging while also staying responsive to market--easier said than done of course! Here's what I would recommend: 1. Create a core messaging framework - this is your foundation and single source of truth for the overall 2. Make sure you have established a continuous feedback loop - have a regular cadence with sales, cs, and support teams. I like using a dedicated Slack channel for this. 3. Use data as a guide, not a requirement - prioritize consistency over perfection. Messaging doesn't request a constant influx of data, and too much data can dilute focus. Instead, think of data as a "pulse check." If the market feedback consistently validates your core themes, stick with them. If you spot strong indicators that you need to shift your messaging, make adjustments. 4. Maintain a core narrative - anchor in key value themes. Your massaging can evolve in wording and examples, but it should stick to a true set of core themes that rep your product's value and differentiation 5. Set time quarterly for messaging refinement - I like to have a quarterly gut check for reviewing more substantial data (e.g., competitive shifts, adoption rates, customer behavior trends). If there’s a shift in competitive positioning or if customers start discussing new pain points, this is a good time to make iterative changes to messaging. Gong and website monitoring tools like Klue can help here! 6. Make sure any changes/tweaks are reflected across all channels. Conduct an audit to look as sales materials, marketing, website, etc. We get so caught up in the day-to-day of product marketing, so make sure you set deep thinking time to update messaging and positioning. Track what changes were made and WHY. Here are some things to consider when thinking about WHEN to update your messaging: * Shifts in customer needs to pain points - customers start using new terms to describe things, and you're noticing new, recurring themes in the feedback * Consistent misalignment in sales conversations - you can typically tell this with increased objections or confusion around the value of the product. Win/loss might show this as well if competitors start winning more * Evolving market landscape - a major shift in the industry (i.e. new regulations, tech advancements) that change customer expectations or create new standards * Competitive pressure- there are new competitors reframing the market with strong messaging that challenges your unique position (NOTE: this isn't something to go all-in on, a new competitor is a sign of a "healthy ecosystem," and just because a competitor says/does something does NOT mean you should jump on it) * Declining engagement or conversion rates - things like CTR or time on site could mean your messaging isnt capturing interest or attention * Confusion or misinterpretation int he market - if people keep asking "how are you different" or you're seeing mixed results in CSAT or retention meaning customers may have expected something differently