How do you test for messaging effectiveness?

It's so important to listen to your consumers and collect both qualitative and quantitative data. When it comes to brand campaigns, we do extensive messaging testing with our core demo beforehand to gauge reactions to the creative. But it's always important to back those qualitative responses up with quantitative data. I find the most effective way to do that is via AB testing through push, email, or in-app notifications—which drove higher engagement in the product? Which generated the most buzz on social? This is the clearest way to see the impact on user behavior.

There are a few things you can do to test the effectiveness of your messaging. Here are some of my favorites:

• Run ads: Work with your demand gen or growth team to set up ads that target a specific persona and run your new messaging or messaging pillars there. If you're getting a lot of clicks, that could be a sign that your messaging is resonating. The feedback you'll get from that will help you fine-tune your messaging for those audiences.

• Talk to customers. Regularly chat with customers to understand why they chose to work with you. Usually, you'll be able to identify a theme that will become part of your messaging. After you've developed your messaging based on that, continue to chat with your customers to see if anything changes.

• Attend tradeshows or other industry events. Talk with prospects, test your messaging on them, and gauge their actual interest.