How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?

I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in taking on a huge messaging and positioning project/revamp that typically cuts across multiple teams and stakeholders, which can feel difficult to pull across the line. These projects take time, but this is where experimentation comes in... it’s easy to test messaging in your digital channels and that's a great place to start. I su ...Read More

Experimentation is a critical factor in the success of your story. Because the pace of change is accelerating, user needs and mental models today may greatly differ from just a few months ago. This will impact how successfully your message is being received. What worked a few months back may no longer work today. That’s why you should always be testing, measuring and experimenting. I like to experiment messages already during the research phase through customer focus groups. The way I would cond ...Read More

I’m a big believer in experimentation before your messaging hits customers. Typically in the product development and go-to-market planning cycles you have at least two, if not more, opportunities to test different messaging. The first is to sneak it into usability research. If a UI designer is going to run a study on how customers comprehend a product flow, the messaging naturally comes up. When possible, attend the first interview or get detailed notes to see how the customer or prospect is tal ...Read More

Experimentation is a key driver of messaging improvement. It's relatively inexpensive to test messaging through ads, which can get you a quick read on which messages resonate most strongly with the audiences you're targeting. This is a fairly scientific method, but you can also experiment with messaging through a sales team, assuming there is one. More qualitative than quantitative, you can test different messages through different flavors of pitch decks that reps deliver. With tools like Gong a ...Read More

I'm a big fan of A/B testing, but it can take a lot of time, and you need to be careful not to change things up-funnel if you want a clean result, which can be paralyzing. The best approach is to get an initial signal on your messaging through other means (like a Message Testing solution), then move on to in-market A/B testing if the study indicates multiple possible winning messages (as a validation exercise). You're also likely to get better segmentation data this way, possibly resulting in un ...Read More