How do you validate your messaging and positioning once you've already finalized them?

Testing, iterating, and optimizing with your core audiences is the key to successful positioning:  Talk to your customers and prospective customers to see how the messaging resonates with them and if it helps them understand the benefits of the product Mockup product flows, or marketing touchpoints with the new messaging and test this with customers  Use websites like usertesting.com to see how people react and respond to the messaging  Cross-reference your messaging with subject matter experts  ...Read More

We try to validate our messaging and positioning prior to finalizing them. We try to obtain feedback from the sales team (ultimately they will use this messaging/positioning most internally), existing and potential customers, third-party analysts (e.g. from Gartner/IDC etc.), internal stakeholders. I have personally found it very helpful to validate with individuals who are not close to the product/solution. Individuals outside Marketing also can help with a quick sanity check to make sure 'mark ...Read More

Change is inevitable! So whenever possible, going to market with “final” messaging should include room for evolution over time based on various external and internal factors. Markets change and evolve, and customers’ needs or perspectives also change and evolve based on whatever is important to them in that moment--sometimes even driven by trends or current events that cannot be ignored (think, Covid!). If in a B2B org, you can quickly leverage feedback from the field to validate whether your me ...Read More

I’m going to split my answer into two parts, using the following (loose) definitions: Positioning: An internal-only description of what the product is, who it’s for, the problems it solves (with key benefits), and how it’s differentiated from the competition. Messaging: The language you use in the market to convey the value of the product. Messaging First, I can’t overstate how important it is to always be open to feedback about your messaging, and to be willing to update it (even after it’s bee ...Read More

A mentor once told me messaging and positioning if never done :) That's because the market changes, trends come and go, and your audience is never static. I strongly recommend testing and validating your messaging and positioning, even if you think it's finalized and great. You may learn something to make it even more effective. Even in my own experience, we'll test and validate messaging rigorously leading up to launch, and then we get feedback a month after launch...I don't get disappointed... ...Read More

Here is how I validate before and after finalizing them: Form a guild or squad consisting of product manager, sales rep, CSM, an exec (if possible). Use them as a sounding board to get early feedback on messaging options - based on the positioning. Once drafted, I validate it internally via Slack through all sales and CSM teams for wider feedback and buy-in. Next, I design a landing page with the messaging copy and upload it on Wynter.com to validate it with external audience from the target aud ...Read More

Messaging and positioning is never truly "finalized." It'll evolve as your product and market does. So, the first thing will be to shift your mindset. You can validate that your current messaging and positioning resonate with the intended audience by collaborating with other departments to test It out. You can do this by: Collaborate with Customer Success: Partner with your CS team to learn about their customers, common questions they ask, who the best customers are, etc. One thing that has help ...Read More