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Director of Strategy and New Business Development - Platform Partnerships at Eventbrite
I have NOT found success testing messages out of context, like in surveys. It’s hard for respondents to truly put themselves in a buyer’s mindset. I’d recommend putting messaging into practice, in context, in ways that you can test and iterate. For example, look at lift in conversion on landing pages, ads, or emails with messaging A vs. messaging B. Put pages up on sites like UserTesting.com to hear first-hand from potential customers (I’ve found a lot of success with the screeners they offer). Ask sales reps whether they’re having success with your materials, and where they’re hitting friction.
As you learn what works, you should feed that back into your understanding of the customer. Did the messaging that flowed from your customer profile resonate best? If not, why not? Reach out to a few more customers or throw some more tests up on UserTesting with specific questions, and continue to iterate from there.
Head of Product Marketing at Loom
This is the same as generally testing your messaging, but just segmenting your
tests per audience or persona.
* a/b testing emails and landing pages
* using an agency to survey audiences for large brand campaings
* direct user interviews
* interviewing your frontline teams
* competitive res...more
Group Vice President, Industry Marketing at Oracle
I don’t count internal debate/discussion or “inside the building” opinions to be
testing per se, so I assume you mean external validation. In the realm of
enterprise software (which is where I’m coming from), I’ve found 4 ways (best
run in parallel then rationalized) to test messaging once you ha...more
