What is a strategic way to develop messaging for a launch and then continuously update it to align with market feedback? How much data do we need before we update messaging?

When it comes to messaging, I think data is a nice-to-have, not a need-to-have. There's a delicate balance that needs to happen in messaging where you are prioritizing consistency in messaging while also staying responsive to market--easier said than done of course!

Here's what I would recommend:

1. Create a core messaging framework - this is your foundation and single source of truth for the overall

2. Make sure you have established a continuous feedback loop - have a regular cadence with sales, cs, and support teams. I like using a dedicated Slack channel for this.

3. Use data as a guide, not a requirement - prioritize consistency over perfection. Messaging doesn't request a constant influx of data, and too much data can dilute focus. Instead, think of data as a "pulse check." If the market feedback consistently validates your core themes, stick with them. If you spot strong indicators that you need to shift your messaging, make adjustments.

4. Maintain a core narrative - anchor in key value themes. Your massaging can evolve in wording and examples, but it should stick to a true set of core themes that rep your product's value and differentiation

5. Set time quarterly for messaging refinement - I like to have a quarterly gut check for reviewing more substantial data (e.g., competitive shifts, adoption rates, customer behavior trends). If there’s a shift in competitive positioning or if customers start discussing new pain points, this is a good time to make iterative changes to messaging. Gong and website monitoring tools like Klue can help here!

6. Make sure any changes/tweaks are reflected across all channels. Conduct an audit to look as sales materials, marketing, website, etc.

   We get so caught up in the day-to-day of product marketing, so make sure you set deep thinking time to update messaging and positioning. Track what changes were made and WHY.

   
   Here are some things to consider when thinking about WHEN to update your messaging:

   • Shifts in customer needs to pain points - customers start using new terms to describe things, and you're noticing new, recurring themes in the feedback

   • Consistent misalignment in sales conversations - you can typically tell this with increased objections or confusion around the value of the product. Win/loss might show this as well if competitors start winning more

   • Evolving market landscape - a major shift in the industry (i.e. new regulations, tech advancements) that change customer expectations or create new standards

   • Competitive pressure- there are new competitors reframing the market with strong messaging that challenges your unique position (NOTE: this isn't something to go all-in on, a new competitor is a sign of a "healthy ecosystem," and just because a competitor says/does something does NOT mean you should jump on it)

   • Declining engagement or conversion rates - things like CTR or time on site could mean your messaging isnt capturing interest or attention

   • Confusion or misinterpretation int he market - if people keep asking "how are you different" or you're seeing mixed results in CSAT or retention meaning customers may have expected something differently

I always try to keep in mind that is very inexpensive to tweak your story or messaging. It's a whole lot more expensive to change a product or sales motion. So if you're getting new data you trust, change the story! Try something new, see what happens. Don't be so attached to your messaging you can't throw something out and make some changes. Just do it fast. I've seen a lot of messaging changes get over thunk in bad meetings with too many people involved.

HOWEVER, you want to tweak, not re-write. When you get new good data tweak the story. Tweak the webinar, tweak the keynote, tweak the value prop, don't start over. You want to have a consistent central story. If you are always starting over you're wasting a ton of time and effort you could be spent educating the market.