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Why You Need Message Testing: 6 Worst-Case Scenarios You Risk Without It

Why You Need Message Testing: 6 Worst-Case Scenarios You Risk Without It

September 13, 2021/in B2B Market Research Blog, Blog Posts, Message Testing Research /by Raeann Bilow
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A product or solution’s messaging can make or break its success in the marketplace.

Great messaging will instantly capture a potential buyer’s attention and inspire them to learn more. It highlights the relevant pain points that the solution can solve, embodies the voice of the customer, and includes a clear call to action.

Conversely, poorly constructed messaging can alienate a potential buyer. Bad messaging may be filled with buzzwords, vague descriptions, and terminology that doesn’t resonate. These mistakes can instantly repel a prospective client.

Poor messaging is an especially acute problem in B2B technology companies. Inside these organizations, a typical messaging framework is filled with buzzwords, look-alike phrases that mirror competitor’s language, and hyperbolic statements about capabilities.

To set your messaging on a firm foundation, it is vital to test it. Message testing research helps companies develop content that resonates with potential buyers and inspires them to take action. Without it, companies risk losing out on potential sales by delivering messaging that fails to connect with buyers.
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Rebranding A Company: Dos & Don'ts

Rebranding A Company: Dos & Don’ts

June 26, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Brand Research, Marketing Strategy, Message Testing Research /by Sean Campbell
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Rebranding a company sounds like an exciting project to most marketers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. But, rebrands are also expensive, and risk alienating or confusing current customers. In short, when they go wrong, rebrands can be career-enders.

So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on…

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A solid B2B marketing strategy requires differentiators that actually stand out.

B2B Marketing Strategy: What’s a Real Differentiator?

February 13, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Marketing Strategy, Message Testing Research /by Sean Campbell
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A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by.

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B2B Content Strategy

“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords

November 19, 2019/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Content Marketing, Message Testing Research /by Isabel Gautschi
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Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Read more

B2B Messaging: It’s Harder than B2C

B2B Messaging: It’s Harder than B2C

October 11, 2019/in B2B Market Research Blog, B2B Marketing Blog, Message Testing Research /by Sean Campbell
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Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.

These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.

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Message Testing: Because Intent ≠ Interpretation

Message Testing: Because Intent ≠ Interpretation

February 8, 2018/in B2B Marketing Blog, B2B Messaging, Blog Posts, Message Testing Research /by Colleen Clancy
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Somewhere between intent and interpretation, a lot can get lost in translation.

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Written by

Colleen Clancy
Isa Gautschi
Isabel Gautschi
Sean Campbell
Sean Campbell

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