Message Testing Research
Speak to what really matters to your buyers. Effectively address pain points, highlight differentiation, emphasize the right features, and more.
The Right People for Message Testing Research
- Existing customers
- Prospective B2B buyers
- Competitor customers you want to win back
- Influencers
- DIYers
The Right Questions for Message Testing Research
- How should we shape a messaging framework?
- What are our messaging pillars?
- What are the benefits that underlie our messaging pillars?
- What qualities about this messaging resonate more or less with certain market segments?
- Is our messaging differentiated from our competitors?
- Does this messaging reflect who we are as a company?
- Are we clearly communicating who we are, who we are not, and who we want to be?
- Is the messaging for all of our campaigns optimized?
- Have we effectively mapped our messaging framework to our B2B buyer personas?
- How well do our website, content marketing, and social media efforts reflect our new messaging framework?
Market Research Methodologies
- In-depth interviews (in-person & online).
- Focus Groups (in-person & online).
- Web Surveys.
- Online research communities.
- Quantitative studies.
- Social Media / Online Community Analysis.
- Longitudinal Research (Communities, Diaries, etc.).
- Secondary research.
Learn how your messaging is landing for B2B buyers.
All too often, tech marketers scare off business and tech buyers alike with “-ity” buzzwords: “scalability,” “reliability,” “maintainability,” “usability,” etc.
Worse yet, messaging frameworks rarely sound much different from competing messaging frameworks. Potential buyers are left unaware of how products and services solve their problems and differentiate from competing solutions.
Message Testing Research gauges how effective, memorable, and differentiated your messaging framework is. Not only will it highlight problem areas, but it will also provide a strategic path forward to better persuading B2B buyers.
Gain strategy for your marketing assets.
Effective message testing lets you build content, social media campaigns, and PPC campaigns that generate a better ROI, simply because you’re building content that’s infused with the right messaging.
With our expertise in the B2B context, Cascade Insights can help you with:
- Early-stage message ideation, especially in combination with buyer’s journey mapping and persona research.
- Message testing interviews and analysis. (Blind, client-disclosed, or competitive.) Participants provide direct feedback on what works and what doesn’t work.
- Quantitative analysis of messaging frameworks, benefit statements, and competitive differentiation.
What It’s Like To Work With Us
Cascade Insights completed some key market research for us to help guide thinking as to our long term strategy for data protection and archive. Their results provided some key insights for us, and have already helped to validate and shape our product line strategy.
– Quantum
I hired Cascade Insights for a project that involved a competitor analysis, CI training, and consultation. No doubt about it – deciding to work with Cascade Insights early in the process of ramping up a new CI function was the single best decision that I could have made.
– Symantec
Get in Touch!
B2B Revealed Podcast
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.