Anup Surendran

As a manager, I follow a structured approach for our target audiences. Here are the key steps: 1. Audience Identification and Ownership (15% of effort): The first step is to clearly define the target audience segments and ensure that the team understands who they are communicating with. Product marketers are responsible for "owning" specific audience segments and crafting tailored messaging for each. This audience segmentation and channel messaging are explicitly tracked and documented. 2. Messaging Mapping and Asset Development (30% of effort): Depending on the product maturity and the audience mindset, I guide the team in mapping messaging to key assets they are responsible for, such as the website homepage ( see e.g. https://www.enchanting.io/p/how-to-map-homepage-messaging-to-your-audience), landing pages, and one-pagers. 3. Field Testing and Results Tracking (25% of effort): The messaging is continuously tested and optimized based on real-world results. Different assets are used for various campaigns (e.g., outbound email campaigns may use one-pagers, while web pages use tailored copy), and their performance is closely monitored. Metrics like appointment conversions, landing page conversions, and qualitative message testing feedback are regularly reviewed. An interesting point here : according to HubSpot's research, companies that align their messaging across all customer touchpoints experience a >30% higher customer retention rate. 4. Post-Launch Message Tuning (20% of effort): After a product launch, message tuning becomes a critical milestone. Based on campaign data, feedback from dropouts, and post-activation insights, we assess whether further message fine-tuning is necessary. 5. Continuous Optimization (5 to 10% of effort): Messaging optimization is an ongoing process. We continuously gather data from various sources, such as customer feedback, market trends, and competitor analysis, to ensure that our messaging remains relevant and compelling. This is reviewed in our monthly 1 on 1s. The questions I ask "Do you need a messaging refresh for any of our key assets?"