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What are the different ways of testing the customer profiles and messaging for each profile?

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4 Answers
Market Research Category Creation Message Testing
  1. Jon Rooney
    Jon Rooney

    Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y

    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 have some initial draft/hypothesis messaging to test: Hopefully your company has some sort of beta/early access program to validate new capabilities and products - usually managed by product. What customer ...Read More

    2,112 Views
  2. Greg Hollander
    Greg Hollander

    Novi VP of GTM & Strategy • 8y

    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). ...Read More

    1,933 Views
  3. Alex Lobert
    Alex Lobert

    Meta Product Marketing Lead, Facebook Monetization • 4y

    When testing messaging, I like to start simple and practical by first talking to the people closest to the customer. That could be a sales team or a partnerships team. I typically bring hypothesis messaging to these experts and evaluate if changes need to be made for a given customer segment.  After working with internal experts, it is usually time to bring messaging to customers. This often takes the form of interviews with target customer personas to get reaction to website / product copy. If ...Read More

    933 Views
  4. Julia Szatar
    Julia Szatar

    Stealth Founder | Formerly Loom, Tavus, Wizeline, Government • 4y

    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 research

    Sometimes you don't have time to do all of the above and you have to go with your gut and then evolve it over time as you get to know your product, users, and market better.

    710 Views

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