All related (54)
Derek Frome
Vice President Marketing, OusterSeptember 5

Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or someone who can reliably act as a proxy for your target audience, you're probably doing it right. 

Catlyn Origitano
Senior Director Product Marketing, FivetranApril 12

We do - but we are also iterating here as we speak! In the past, I have reached out to some customers and folks I know in the industry to sit down and do some quick validation on messaing. For example, when we launched our new website and put up our first billboards, we had a good sense of what we wanted to say but wanted to confirm that the direction we were going would resonate. So we schedulded some quick meetings and got raw feedback on some key phrases. We've done the same with changes to our pricing page.

Now this is of course manual and only with a few folks so it isn't validation at scale. That is what we are looking to move to next. We are currently creating a process that will have us partner with Demand Gen to run paid ads testing out some of our messaging around big products and campaigns earlier on in our development process. We are hopeful that will give us more direction too!

Mary (Shirley) Sheehan
Head of Lightroom Product Marketing, AdobeSeptember 7

A few things that I've tried out that have been helpful depending on your time / budget: 

 

1) Survey to your user base (or prospects) allowing them to choose the homepage (or ad / whatever visual) with their favorite message. Have up to 5 and let them rank them. Then ask what they liked about the message. Super easy / scrappy. Just make sure each has the same visual so you're not confounding the results. 

 

2) AdWords - Put ads in an ad group on "rotate" (instead of optimize) which helps you get close to an A/B test 

 

3) Classic email headline A/B test - see which ones get the best open rates.

 

Hope that helps! 

Gehrig Kunz
Technical Product Marketing Manager, ConfluentJuly 18

One thing I've seen past success with is testing out a message with a small subset of users and adjusting prior to blasting your entire database. Same could be done for emails, ads, landing pages, etc.


For a quick example of email: send an a/b test email to 300 people. See the results, then depending on what you find 'wins' continuing that message to the broader group of 10,000.


For websites it is rather easy to use the free version of Optimizely for this to show 10% of your traffic one thing vs the remaining 90% (depending on how much traffic you get to make it statistically relevant).


If it's more for your overall messaging and positioning then I really like Tamara Mendelsohn from Eventbrite's approach. It goes at it in a pretty pragmatic way across surveys and digital channels - https://blog.kissmetrics.com/how-eventbrite-built-scaled-their-marketing/


Kristen Ribero
Senior Director of Corporate Marketing, Handshake
This will depend on what your product/service/platform does and who the target audience is. For instance, in one of my previous roles, we had one product for one audience. Of course the platform was extensible, had different feature sets, but the value was easy to articulate to one audience. On the other hand, in my current role at Handshake, we have a three-sided talent marketplace with very different products and audiences. We tackle this by having one company value prop and then tailor specific messaging to each side of the business. Remember that messaging should not be a feature list....
Sarah Lambert
SVP, Marketing, Buckzy Payments
This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can also help track the effectiveness here. Lastly, for new features or products by current customer...
Diana Smith
Director of Brand and Product Marketing, Twilio.org, Twilio
These are all interrelated. Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions. Hope that helps!
Derek Frome
Vice President Marketing, Ouster.io
To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds to its value but cannot be sold on its own.    Products, features, and solutions tend to get different levels of attention from PMMs. Products will naturally get the most, solutions are really just collections of products and are therefore more an exercise in packaging and pricing. Features get a...
Priya Gill
Vice President, Product Marketing, Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...
Matt Hodges
Head of Product Marketing Craft, Atlassian
Great question–tough to answer without getting too specific about Intercom and what works for us based on our own situation and approach in general. But, here goes. :)   For us, a product is a container for a set of mutually exclusive features that enable specific workflows to be completed. For example, our Engage product has a set of core features (available on Engage Lite) that make it possible to send targeted messages to leads and customers. Some of these features are audience targeting, auto messages (email, in-app, and push), and smart campaigns to name a few. There is an optional a...