Message Testing
How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?
I took a survey and in person interviews with customers and did different exercises but I am wondering what would make me more confident about the message
WalkMe Director, Solutions Marketing & Competitive Intelligence • 8y
I use surveys and interviews too, but in general I don't do a whole lot of testing or any "A/B" comparison of two messages. I'll put something out, and if it isn't conver...
2507 Views
Salesforce CMO - Next Gen Platform • 1y
AI is rapidly changing the way PMMs work, and I'm excited to see how it's evolving our messaging efforts. Here are a few ways I'm personally using AI, and some trends I'm...
2879 Views
How to test messaging properly and convince leaders to change messaging that is not resonating?
Sometimes leaders fall in love with a phrase they've heard and it's hard to get them to use the agreed upon messaging. What proof points can you share that messaging resonates or not?
Director of Product Marketing • 1y
One of my favorite ways to test messaging—where ever it came from—is to partner with the growth team to run ads with the messaging. If your personas and ICP are on point,...
218 Views
Druva Sr. Director, Product Management • 3y
Here is how I validate before and after finalizing them:
Form a guild or squad consisting of product manager, sales rep, CSM, an exec (if possible). Use them as a sound...
537 Views
Treasure Data Director of Product Marketing • 1y
Yes, but...I would use this as a data point along with other methods of messaging testing/validation if you don't have a lot of traffic -- A/B testing on your website is ...
907 Views
Conveyor Head of Marketing • 1y
I don't really run structured tests to test messaging very often, but I'm constantly trying to understand if our messaging is working. Here are a few things I'm always do...
2427 Views
Asana Director of Product Marketing | Formerly Google • 1y
Al has been instrumental in streamlining the way I work and how I personalize messaging. Top ways I use AI to streamline operations:Generate summaries on meetingsWrite st...
30818 Views
The Remarketables GTM Advisor/Fractional Leader/Author | Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport, Canva • 1y
The best way to think about it is across each funnel stage.
Top of funnel: You want to measure and quantify whether your messaging resonates in the marketplace. The be...
2726 Views
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 2y
A few years ago, we had a bit of long-running internal debate about whether our target audience was more interested in “customization” or “guided study.” There was a prod...
694 Views
Moloco Product Marketing Director • 1y
This is certainly not revolutionary but I think of ChatGPT as my editor. If I believe a positioning statement could be stronger or punchier, I ask it to provide me strong...
1544 Views
Anthropic Product Marketing • 1y
Ideally, you’re developing messaging based on customer and market research. This allows you to test and refine along the way instead of going heads down and creating mess...
1667 Views
Director of Product Marketing • 1y
There are a few things you can do to test the effectiveness of your messaging. Here are some of my favorites:Run ads: Work with your demand gen or growth team to set up a...
379 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 2y
Yes, we aim to gather quantitative feedback whenever possible. While I don't believe it's necessary for great messaging, it can complement existing efforts and help reduc...
1837 Views
Shopify Senior Product Marketing Lead • 2y
It's important. When it comes to marketing, impact is the thing we’re all trying to achieve at the end of the day. If you don’t measure impact, you don’t know if your me...
615 Views
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 2y
At the end of the day, A/B testing messaging in the wild will get you the furthest, fastest. There are several ways to do this. You can argue for some test budget to test...
554 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 2y
Talk to your sales and CS people. The folks in your organization who are repeating the messaging to prospects/customers will have a lot of feedback right away. You can al...
1166 Views
Shopify Senior Product Marketing Lead • 2y
It is the perfect time to iterate and optimize your messaging after you receive strong performance metrics and client feedback. This information will either validate your...
1120 Views
Fractional CMO | Product Marketing Leader | Formerly Amadeus, SharkNinja, Upromise • 2y
You definitely want to use a number of tactics to round out the research for your messaging.Talk to the Product / Leadership team - why did they create the product? What ...
231 Views
Symphony Talent Head of Product Marketing • 5y
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, tra...
1808 Views
Product Marketing Consultant | Formerly Salesforce • 2y
When I was at a small startup we would use email subject lines, webpage copy and CTAs, and paid media banners to test our message. It's a quick and cost-effective way to ...
4916 Views
Vanta VP of Product and Corporate Marketing • 2y
Even in the age of endless message testing and optimization, nothing beats talking to customers. Get on customer and sales calls and use your own messaging - do their eye...
1429 Views
Twilio Senior Director, Product Marketing • 3y
Get in front of customers any chance you have! I will rarely say no to an ask to present a roadmap, speak at an event, support a pitch, or join a voice of customer sessio...
2137 Views
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 en...
1914 Views
ServiceNow VP, Product Marketing - CRM • 2y
The simplest here is if you're moving awareness, pipeline, close rates, revenue, etc. But I know that's not always immediately available. So I have a simpler answer. PITC...
1257 Views
Wistia Senior Director of Product Marketing | Formerly HubSpot, Buildium • 3y
There are a few ways you can validate your messaging:
I like to start by doing a customer listening tour. Spend some time getting to know your target customer and pay c...
7285 Views
AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Don’t overcomplicate it. Just find the fastest way to talk to customers. You could set up a formal feedback session with surveys, incentives, and all the jazz - which sti...
1376 Views
CData Software Chief Marketing Officer • 4y
When looking at the effectiveness of the messaging behind a product, I have always tried to focus on what are we trying to achieve with the messaging? How does the messag...
1218 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
You don't need to spend a dollar on external validation.
But you do need external validation.
One of the things I remember from a Pragmatic Marketing course I took ear...
1105 Views
unitQ VP Marketing • 6y
I’m a big believer in experimentation in any marketing activity. And messaging should be included in that. I see a lot of enterprise product marketers get caught up in ta...
1529 Views
Iterable Chief Marketing Officer • 4y
SurveyMonkey ;) In all seriousness though, I leveraged SurveyMonkey in the past and of course, present for message testing, product name testing, product concept testing,...
1603 Views
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo | Formerly Momentive, Gainsight, Marketo • 3y
The short answer here is that surveys are probably the most efficient way to validate messaging with customers. It's quick and inexpensive, and can get you a quick read o...
546 Views
Sanity.io Director of Product Marketing | Formerly Twilio, SendGrid • 3y
I've used a few different panel providers for large-scale segmentation studies, messaging feedback, and more. I won't call them out by name here, but I'll suggest things ...
1329 Views
Metis Product Marketing Manager • 7y
You might also want to try testing your messaging through a small group of your customer facing employees, like salespeople and the customer service team -- especially if...
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Landed Head of Marketing • 7y
Agreed that often in the race to get a product to market, teams will put their best messaging idea forth, run it out for a quick test and then launch. I think there are a...
1695 Views
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 soft...
2100 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
One of my favorite ways to test messaging is to ask people outside of my team/company/and even industry to review content I create. You can do this on a grander scale wit...
554 Views