Case Study – How to Win Over Challenging Personas with B2B Message Testing

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Authored byRaeann Bilow

What would you do if you were about to launch a new solution targeted toward IT professionals, but you knew from past messaging efforts that this would be a problematic persona to connect with?

In this short video, we’ll discuss how a message testing effort helped to illuminate what messages would resonate the most, what messaging repelled this key audience, and how to back up a messaging effort with substantiated claims. Ultimately, our client was able to use the insights we developed to develop a messaging framework that deeply resonated with IT pros.

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Video Transcript

The Problem

What would you do if you were about to launch a new solution that targeted IT professionals, and you knew based on your past history of marketing to this audience, that this was a tough nut to crack? On one hand, they needed any marketing you develop to be engaging and compelling, but at the same time, it needed to be accurate and clear. Otherwise, they would just ignore it.

The Solution

Well, this is exactly the problem a client of ours recently came to us with. And instead of just guessing at what their marketing should be, they chose to Act With Clarity™. And once they did that, we conducted a series of in -depth interviews with key target personas, predominantly in on-call roles on IT teams. So we talked to DevOps engineers and security engineers and cloud infrastructure engineers, all of whom worked for fairly large organizations that were making, in terms of revenue, over about $500 million a year. On top of that, these folks came from a range of industries, from healthcare and the sports industry and software development firms and the like.

And over the course of these in-depth interviews, we were able to give our client a ton of insight as to what messaging resonated, what messaging repelled, and how they should back up that messaging. And ultimately, we’re able to give them the insight they needed to build a messaging framework that really resonated with IT pros.

So if you’re facing a similar challenge, maybe you have an audience that you’re not sure how to approach, or you’ve got a new product launch that you need to message, you can either give us a call or drop us an email at or you can fill out our contact form at and hopefully, we’ll be able to help you Act With Clarity™ too.

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