What are some testing frameworks that you use to know if messaging is resonating in market (i.e. with sellers, promotional campaign, etc.)

A few options we’ve employed recently:

Data-based indicators

• A/B testing marketing email subject lines, and evaluating click-to-open rates
• Running multiple variants of ad copy and evaluating CTR & conversion rate
• Making three variants of a landing page (usually a published Coda doc), then (1.) supporting with paid ad spend to evaluate against ads metrics, as well as (2.) measuring SEO scores in AHRefs
• Running experiments on our site with language and/or design updates
  
  

Qualitative indicators

• Social media feedbackーwe’re still hearing about our Enough of this Sheet campaign nearly a year later, which is a strong indicator that this message still resonates
• Phrases used/sentiments shared with our support team via email (usually sorted by topic tagging)
• Search queries in our Doc Gallery
• Talk to (and listen, listen, listen to!) your customers; get on sales calls and take furious notes
• Good ol’ fashioned user surveys
  
  

Coding free response data or reviewing a bunch of raw text can be a bit of a slog, so I often maintain a table in Coda that I can visualize as a word cloud to give me a jumping off point for deeper exploration and categorization.

To measure market messaging, I focus on resonance, clarity, and differentiation. Whenever possible, I use a mix of qual and quant strategies to get data, but in my experience, even a handful of qualitative interviews with target personas provides a treasure trove of insight. What matters most is getting outside the metaphorical building to really pressure test what can often be strongly-held internal opinions. 

Measuring sales messaging is also best done as a mix of qual and quant. I'm fortunate to work with a team of thoughtful, strategic sellers who are generous in bringing back feedback from the field. We'll often trade insights from mini-experiments over slack or in team meetings, or, when we have a larger rollout (like a new pitch deck), we build in dedicated feedback sessions. I also carve out time to listen to gong calls to see directly a) how messaging is delivered and b) how it's received. The questions that prospects ask and where they lean in vs. tune out speak volumes in terms of what's resonating, what's clear, and whether it feels differentiated.

These qual efforts help provide real-time insight. Ultimately, of course, we measure the impact new messaging has on sales stage progression. We have longer, enterprise sales cycles, so this takes time, and of course there are always multiple factors playing into win rate. That said, it's the most important metric we're all looking to impact, so it has to be central. 

There are a few

1. The AIDA (Attention, Interest, Desire, Action) framework: measures the success of the messaging in capturing the audience's attention, generating interest, creating desire for the product, and driving them to take action.
2. The FAB (Features, Advantages, Benefits) framework: evaluates the messaging based on the features of the product, the advantages it offers over competitors, and the benefits it provides to the customer.
3. The PAS (Problem, Agitation, Solution) framework: assesses the messaging by identifying the problem the product solves, agitating the pain points and challenges of the audience, and offering a solution through the product.
4. The USP (Unique Selling Proposition) framework: measures the effectiveness of the messaging in highlighting the unique value and benefits of the product, and setting it apart from competitors.
5. The HERO (Hope, Empathy, Relevance, Outcome) framework: evaluates the messaging based on its ability to inspire hope, connect with the audience's emotions, be relevant to their needs and goals, and provide a desired outcome.