How do you measure the effectiveness of the messaging behind a product? What would you do if you weren't able to A/B (example - if the product's audience were a handful of large Enterprise customers)?

When looking at the effectiveness of the messaging behind a product, I have always tried to focus on what are we trying to achieve with the messaging? How does the messaging tie back to overall business objectives?  Answering that question can then help guide you to how to measure the effectiveness of the messaging.  If the product messaging is focused on expanding the scope of the product or the market you're targeting, then you'll want to look at things like ASP and if there is an expansion of ...Read More

If the product's audience includes a handful of large Enterprise customers, I'd ask for approval from Sales and Customer Success to reach out to the customers and run the messaging by them on a video or phone call. "Hey, Big Customer. We value your opinion, and would love just 15 minutes to run by you some words we're using to explain this new product. We thought you could give us your honest opinion — we won't be offended! — on what's working and what's not working with our messaging." One of o ...Read More

Great question and not sure I have a very scientific answer here! I'd say we use a combination of things to validate effectiveness of messaging: feedback from customers (gathered via surveys, live conversations etc.), sales team (particularly on what is resonating/not resonating with customers), analysts of third-party firms (E.g. Gartner/IDC etc.) and independent research (either with our own market research team or a vendor). If the product's audience were a handful of large Enterprises, this ...Read More

You measure it through message testing. An effective message resonates with the target buyer, and that's what you want to check: how it lands on the people you're trying to influence. Yes, you can wait for the full go-to-market cycle and eventually get some feedback from the market, or measure conversion rates - but only relying on this makes your feedback loops extremely slow and inefficient.Message testing is a form of qualitative research, hence you don't need large sample sizes. You need to ...Read More