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What has been the most useful mechanism you have used to test messaging and determine the best message?

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4 Answers
Message Testing
  1. Jeffrey Vocell
    Jeffrey Vocell

    BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 6y

    Great question. There are a few primary mechanisms we've used to test messaging: Research Reports / Messaging Surveys - These work pretty well, especially when you're entering a brand-new market and need to test messaging for and audience that isn't in your database already.  In-App - I mentioned this in another answer, but if you can directly control, or work with your product team to edit in-app messaging easily then it can be a great way to test various messaging. Within HubSpot, depending on ...Read More

    1,916 Views
  2. Julia Szatar
    Julia Szatar

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

    • 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. 

    903 Views
  3. Dana Foster Chery
    Dana Foster Chery

    Samsara Vice President, Marketing • 4y

    Running focus groups (with a diverse collection of existing customers and another with prospects) has been one of the most useful methods that I've leveraged to test messaging. Presenting a few different narratives and messaging options directly to your target audiences, and listening to them share what resonates and doesn't resonate (and why) can provide concrete insight in what message(s) would compel them to take serious interest in your offering.

    641 Views
  4. Monty Wolper
    Monty Wolper

    The New York Times Vice President, Head of Product Marketing • 2y

    Message testing should take place during strategy development, and again when going to market. You can leverage qualitative methods to gather open ended feedback on messaging directions, and quantitative methods to make statistically significant decisions between your options. I often start with a qualitative approach, conducting interviews or focus groups to understand what sort of messaging appeals to my target audience. What I’m assessing at this stage is clarity, value, relevance, appeal, di ...Read More

    679 Views

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