How do you translate market research insights into the right phrasing or "consumer speak" to reach customers effectively?

First - remember that customers are people! In B2B world we tend to overcomplicate. Instead, we need to simplify our messaging.

What are you selling?

Who is it for?

What problem does it solve?

Be as concise as possible. Of course, every industry does have its own lingo and it does help to be familiar with it. To do that, have your Sales team or Account team introduce you to existing customers. In the best case scenario, shadow someone for the day in person. Even a 30 minute conversation will do.

Your Sales team should be able to take a look at your copy and identify if there's something that sounds off. Even better if you can find someone who worked in the industry and how works for your company. They're the people you want to make best friends with.

In product marketing, it's important to have a clear objective before collecting insights from your target audience so you can translate insights into action.

If you already conducted market research, here are the suggested next steps for messaging:

1. Identify the Key Message & Benefits: Identify the key message and supporting benefits most relevant for your target audience.

2. Tailor to Audience Segments: If you have insights relevant to more than one segment of your target audience, you can tailor your message accordingly.

3. Test & Optimize: While you’ve already conducted market research, you may consider several ways to refine the message to ensure it is relevant to the customer such as:

   1. Concept testing: Showcase a few concepts of your message to the target audience through qualitative research for optimization. Consider leveraging in-house resources like sales, subject matter experts, customer advisory boards, and external resources, like market research firms. This is using a qualitative approach.

   2. In-market testing: Use A/B testing methodologies from email to the website. This is using a quantitative approach.

4. Monitor & Adapt: The market evolves (industry, customer, competition) and at times you will need to reflect that in your messaging to stay relevant. Keep up to date on industry trends and monitor customer feedback channels at your company.

If you are a Sharebird Pro subscriber, you will gain access to my qualitative market research template.