How important is to identify the impact of your messaging?

Answer

8 Answers

Message Testing

Jennifer Kay Corridon

Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y

Simply put it is critical.

554 Views
Nami Sung

Ramp VP of Product Marketing • 2y

Important! Otherwise, messaging is just a mess of words and concepts that you're pulling out of your head (or the other end) to sound smart. Okay, that was a bit crude, but once again, thinking and typing fast right now. This question is a bit vague, so I'm going to take some liberties with my answer. Yes, it is important to validate messaging. Ways to validate messaging: Prospect and customer research - interviews, surveys, focus groups. Is what you're saying relevant and resonating? Competitiv ...Read More

908 Views
Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 2y

Identifying the impact of your messaging is critical to determining whether your GTM strategy, and specifically your value props and messaging, were successful. That being said, it can be challenging to isolate the impact of messaging. In order to effectively isolate how a particular message performed, we often do an A/B test between 2 different messages and assess the impact of each. Once you have results from the test, you can incorporate messaging results into future marketing.

4,031 Views
Jeremy Wood

Adobe Head of GTM Strategy, APAC & Japan • 2y

Incredibly important! Thats not to say it has to be quantitatively measurable..but the business needs to know if there is positive business returns on messaging work. There is a huge sliding scale as to what that can look like and thats where the difficulty often lies. From qualitative brand reporting all the way to 1:1 ROI measurable activities such as purchases etc. Either way you need to ensure you have a foundation to track effectiveness that can align to key business priorities.

1,547 Views
Stephanie Kelman

Shopify Senior Product Marketing Lead • 2y

It's important. When it comes to marketing, impact is the thing we’re all trying to achieve at the end of the day. If you don’t measure impact, you don’t know if your messaging is resonating with your target audience. If your audience isn’t engaging with your messaging and marketing assets, your overall KPIs and goals will suffer. With that said, I know it’s tough to measure impact as a product marketer. Test your messaging on the sales floor or on a call with a customer. This is an efficient an ...Read More

618 Views
Kelly Kipkalov

Carta Vice President Product Marketing • 2y

I always think it's important to be able to attribute impact or outcomes to anything we do as a product marketer. But I think it's probably more useful to test your way into winning messages vs launching an effort to assess the impact of messaging vs other elements of marketing like pricing, packaging or even the product itself. One goal of a product marketer is to continuously improve the effectiveness of your messages, and you do that by a/b testing in landing pages, websites, emails, etc. The ...Read More

410 Views
Caroline Silverkorn

Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 2y

I think it's important to consider your both your conviction level and your interest and need to defend your messaging choices. Sometimes it's worth shipping changes without quantifying the exact impact because you know it's the right thing to do. Most of the time, however, if you're intellectually honest with yourself, you aren't so certain. Testing can be huge for clarifying the most important insights which helps you build a solid foundation for your messaging that is data-backed and defensib ...Read More

503 Views
Jane Reynolds

Upstart Product Marketing Director, New Products • 2y

Extremely! As they say, everyone's a marketer ;) So being able to identify the impact of messaging is incredibly important in demonstrating why certain messaging decisions are made. Data doesn't lie.

370 Views