What is your approach to testing different messaging and your criteria for success?

As a rule of thumb, you should always test your messaging. The level of rigor and criteria for success should be sized appropriately the higher you go in the messaging hierarchy.For this answer, I’ll use a pretty simple messaging hierarchy: Company-level: Who are you and what do you do? Use case-level: What problems do you solve? Buyer-level: How do you deliver value to a specific buyer (e.g. CMO)? Capability-level: How do you enable the buyer to get that value? In every case, you will never reg ...Read More

This really depends on the channel: For websites and demand gen, you can always use A/B testing to determine what works, but for messaging further down in the funnel, tracking interactivity with different content on your website is helpful and then even further down the funnel are customer presentations and demo scripts. Here it's helpful to have a good relationship with Sales to ask for constant feedback on what is resonating with customers and what isn't. Keeping track of win loss rates can al ...Read More

There's both qualitative and quantitative ways to test messaging, and in my opinion both are equally important in the long run.  The qualitative approach involves directly validating messaging with your target audience by: 1. Joining sales calls, pitching the product yourself, and seeing how they respond.  2. Interviewing your sales and customer success team to understand which aspects of the messaging you've drafted for them are resonating. 3. Listening to recorded customer conversations. At Mo ...Read More

My messaging testing strategy utilizes a combination of quantitative and qualitative methods. I leverage A/B testing frameworks and advanced analytics tools to optimize website experiences and demand gen campaigns. For deeper insights, I conduct user research through surveys and customer interviews, track user interactions with content on our website and social media platforms, and collaborate with sales teams to capture their feedback and analyze win-loss data. Driven by data, I evaluate succes ...Read More