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Tag Archive for: messaging

Don’t Stop Believin’ in Message Testing

August 9, 2022/in B2B Market Research Blog, B2B Marketing Blog, Blog Posts, Message Testing Research /by Tricia Lindsey
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Arguably the most famous song from the 1980s was introduced in 1981 by the band Journey. To this day “Don’t Stop Believin’” is a hit song for people of all ages that’s heard at sporting events, weddings, and other social events. Now, you might be asking yourself, “How has this song stood the test of time?”

Greatest hits are rarely born overnight. For example, the initial inspiration for the core lyric in the song “Don’t Stop Believin,” occurred five years before Journey sat down to record the track. After inspiration, comes the hard work of developing lyrics and music that work in harmony. 

Musicians, songwriters, and producers write and rewrite a song, refining the lyrics, melody, and title until they create an irresistible song. Oftentimes, there are multiple collaborators working behind the scenes testing musical ideas. Even “Don’t Stop Believin’” has three songwriters and two producers to its credit. 

The same creative and intellectual rigor can be applied when developing great B2B messaging. Just as a great song benefits from multiple collaborators testing ideas, great messaging benefits from external perspectives – specifically, those of your potential buyers.

To develop B2B messaging that resonates, marketers first need to test it. Without message testing, your messaging may fall flat with your audience, alienating buyers, or worse, driving them to your competitors. However, conducting message testing allows you to understand where your messaging falls short, where it resonates, and what you can do to craft messaging that rocks your audiences’ socks off.

What Makes A Greatest Hit?

Just as a hit song consists of a catchy title and lyrics, a memorable melody, and a great hook, great B2B messaging can be broken down into the same key elements:

  • Instant attention-grabbers
  • Clear persona targeting
  • Banished buzzwords
  • Clear calls to action (CTA)

Instant Attention-Grabbers

According to Pew Research Center’s 2021 Digital Experience Benchmark report, the B2B industry spends an average of 1.37 minutes on a company webpage. As a marketer, that’s all the time you have to grab your audiences’ attention.

Your message needs to instantly capture a potential buyer’s attention to want to learn more. Once you’ve commanded a buyer’s interest, more descriptive and informative messaging can follow.

You Can’t Write to Everyone, You Have to Write to Someone

If you’re still trying to write a universal message that resonates with all your audiences, think again. Sharp messaging should be built to target each of the personas’ interests and concerns. 

The context: We worked with a company who wanted to understand how people responded to the word “risk.” We found that respondents generally don’t like the word “risk” because it implies you might lose something. 

For example, if you’re talking to a line-of-business person in financial services, they wouldn’t want to hear the word risk. Instead, they’d prefer a phrase like “improving security.” Conversely, a chief security officer may want to hear how you plan to mitigate risk.

The takeaway: When you understand how your audiences will perceive different phrases, it allows you to write stronger content. Rather than writing generalized blanket statements, you need to tailor your messages to the right persona.

Say Bye-Bye to Buzzwords

Certain terms gain instant popularity in B2B messaging, but can fizzle out just as fast. These buzzwords suffer from frequent overuse, resulting in loss of meaning. Unfortunately, many B2B marketers still continue to use them.

The context: We once worked with a client who was interested in message testing across their website. Our experiential analysis revealed that consumers and IT roles did not respond well to the flashy marketing buzzwords they repeatedly used. Some of the language was so overused that it lost its meaning to our client’s tech audience.

The takeaway: IT buyers want to hear specifically what your solution does and why it is unique. They will lose confidence in your solution if it includes the same generic buzzwords they’ve used to describe other solutions.

Focused CTAs

Does your messaging encourage your audience to take the next step? Effective CTAs not only bring in potential new leads, they also clearly indicate what your audience should do next.

Some examples of focused CTAs include:

  • Download our ebook
  • Subscribe to our weekly newsletter
  • Download this whitepaper
  • Sign up for free

These examples have a few things in common. First, they evoke curiosity and entice the audience to want whatever it is you’re offering. Second, they require the audience to take an actionable step. Words like “download” or “subscribe” tell your audience to take action, so there’s no confusion.

Great Message Testing Leads to Great Messaging

Although successful business messaging can sometimes come from a flash of creative inspiration, most of the time great messaging is achieved through the process of testing and refining ideas. 

Here are a few examples of how B2B message testing research has helped out clients.

Test Messaging That Sticks With Your Audience

Generic, buzzwordy messaging feels easy, but B2B buyers are looking for impactful messaging. To reach your buyers, test specific messages with each of your target personas. 

The context: We worked with a client who wanted to improve the benefits of one of its offerings. So, they came to us to conduct message testing to understand their target audience and how their messaging was perceived.

Our research revealed that IT directors, system admins and developers each wanted different things from our client’s content. System admins and developers despised the use of marketing fluff and preferred language that was directly related to technology. 

However, IT directors were more interested in seeing the ROI impact and placed a strong emphasis on security. When it came time to place value on the benefits of our client’s offering, each persona felt differently because they didn’t feel like it met their exact needs.

When it came time to place a value on the benefits of our client’s offering, every persona responded poorly because they couldn’t see how the solution met their exact needs. The messaging wasn’t specific enough.

The takeaway: We recommended that this client adjust their messaging to educate and increase awareness of their offerings. Message testing helped our client understand that different audiences value the relevancy of a message. 

Rather than trying to put all your eggs in one basket, we suggested that our client develop specific messaging targeted at each persona. Why? Because it not only shows that you understand your audience, but also demonstrates that you’re aware of the environment they’re working in and what matters most to them.

No One Wants to Hear “Free Bird”

Long paragraphs and stale language bore your readers. Understand what your target audience wants and strategically deliver that message. 

The context: We worked with a company to conduct message testing based on previous knowledge of their target audience. However, the messaging they used included run-on sentences and complicated phrases. They completely missed the mark on delivering effective messaging because they assumed that their target audience wanted more detailed, thorough information. 

Message testing revealed that the needs and interests of their audience had shifted. Their audience preferred short, direct messages not lengthy paragraphs of detailed text. This research gave our client the opportunity to reevaluate their messaging to keep their target audience engaged.

The takeaway: A lengthier message isn’t always an effective way to reach your audience. Messaging testing helps reveal these misconceptions, allowing you to sharpen your messaging.

R.E.S.P.E.C.T the Research

Sometimes you need to set aside persona opinions to produce great messaging. 

The context: We recently worked with a company to conduct message testing on a few phrases for a product offering. After conducting focus groups, it was apparent that respondents preferred a particular phrase over the other options presented.

During the final readout, one of the stakeholders explained that they did not agree with the choice of words the respondents preferred. In fact, the stakeholder went on to say that they would not change their messaging, even though the data suggested otherwise.

The takeaway: While our job is not to tell you what to do, we try to give you the information to make savvy business decisions. It’s important to keep an open mind when hearing the results of a message testing project. 

Feel the Beat

Great messaging should help your clients and prospects feel the beat. A beat that speaks to their interests, their jobs to be done, and their organization’s goals. 

Yet, great beats take time to find and create. And they must be tested, with real world audiences. Finally, the danger in skipping this testing step is that you might find out you are standing out in all the wrong ways in the marketplace with your messaging.

If you want your messaging to be the next greatest hit with your buyers, give us a call. We can help you find the beat and create messaging that resonates.


This blog post is brought to you by Cascade Insights, a firm that provides market research & marketing services exclusively to organizations with B2B tech sector initiatives. Want to learn more about the message testing we deliver? Our B2B Messaging Services can help. 

Special thanks to Sean Campbell, Co-Founder & CEO, Laurie Pocher, Senior Consultant, and Brian Surguine, Creative Services Manager, for advising on this piece.

Keep It Real | B2B Messaging Strategy | Marketing

B2B Messaging Strategy: Keep It Real

October 14, 2020/in B2B Marketing Blog, B2B Messaging, Marketing Strategy /by Brian Surguine
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It’s tempting to develop a messaging strategy that overemphasizes the inspirational, uplifting, and idealistic aspects of your brand. Unfortunately, many marketers take it too far, forgetting that inauthentic messaging turns many buyers off. B2B tech sector buyers are particularly skeptical of boasts with no evidence to back them up.

Do your marketing boasts sound overblown? Here are some tips for gauging whether your messaging sounds authentic.
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Marketing Madness: Chasing Viral Dreams

Marketing Madness: Chasing Viral Dreams

June 20, 2018/in Blog Posts /by Trevor Gilbert
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Your video doesn’t need to go viral to be a success. Despite that, too many marketers chase views at the expense of reaching the right viewers. In the latest episode of the B2B Revealed Podcast, we dug in on this topic with viral video expert David Feinman, the co-founder of Viral Ideas.

You Can Pay Bills With Sales, Not With Likes

Many professionals are tempted to craft a video with the sole intention of getting thousands of likes. For Feinman, that much emphasis on going viral is a waste of resources.

“In the B2B space it’s really tough to make something pop,” said Feinman. “What we like to think about from a B2B perspective is do you actually need to go viral?” B2B audiences are limited by nature. It’s more important to convince your niche pool of potential buyers than to go viral with the general public.

Feinman went on to give an example of a trucking company. They could have spent months creating a video that reached millions of viewers. However,  there were only 20,000 purchasers in their vertical in the United States. For them, having a video that reached only that 20,000 people was more valuable than reaching millions of people. Why go viral with people who aren’t going to buy?

It’s a bit like sending a letter to a friend. Sure, if you send mass mail to every household in Boston they’ll get your letter, but you could save a lot of time, effort, and money by simply addressing the letter specifically to your friend.

Your Video’s Subject Matter Matters

David Feinman is the co-founder of Viral Ideas, which helps companies create impactful video content.

Spend time finding a topic that will allow your video to further your business goals. When picking a topic, Feinman stresses that what you personally find interesting is not necessarily what customers will find interesting.

The best way to make sure you’re making a video that’s customer-centric is to use the messaging that’s already proven to drive sales.

Once you’ve got the subject matter locked down, you need to figure out the why behind the message, says Feinman. Explaining why you do the things you do will keep your viewers engaged. Then, instead of feeling like they’re watching an infomercial, they’ll feel like they’re being told a story — one they’re invited to be a part of.

Will this approach lead you to the top of the YouTube leaderboard with a viral video? Unlikely. Will it get you business? Yes.

Set Your Sights on Micro-Viral Videos

If reaching the right audience is more critical than total views, you may be wondering what goals you should have for a video. As Feinman explained, most B2B businesses should be looking to go viral inside of their own vertical. After all, you aren’t looking for a consumer-scale viral video that lands on Good Morning America. Instead, you’re looking for a video that goes viral in your industry.

“Thinking about and reframing where you need your audience to be in a B2B environment might not be viral, per se,” said Feinman. “But, it might be micro viral in that we hit our entire target market. To me, that’s a huge win for any B2B audience.”

That’s a win that’s achievable for B2B companies, so long as they make the video in the right way. For that, listen to the interview. You’ll learn what the video making process should look like and some practical tips for creating a stand-out marketing video on a budget.

The B2B Revealed Podcast is brought to you by Cascade Insights, a market research firm specializing in B2B technology. Need more B2B expertise in your life? There are many ways to follow us.

Boardroom Diplomacy: Marketing Needs Allies

Boardroom Diplomacy: Marketing Needs Allies

May 16, 2018/in Blog Posts /by Trevor Gilbert
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Myopic marketing executives focus solely on messaging to external audiences. Lack of attention to internal communications costs marketers influence on business decisions … and allies.

Savvy marketing leaders have an internal messaging strategy at the ready. This helps them achieve their creative goals while balancing business benefits.

In our latest episode of the B2B Revealed Podcast, Sean Campbell interviewed Darcy Kurtz, drawing on her experience leading global product marketing at Sage.

Partnership vs. Solo Artist

Darcy Kurtz

According to Kurtz, marketing teams often communicate poorly with other departments in their own companies. This inevitably leads to problems. Kurtz pointed out that sales and marketing executives at many companies fail to be “100 percent aligned”, and many fail, “to have the same goals.”

The tension begins when marketing teams act alone. They come up with great plans, messaging strategies, and value propositions without input from the sales team. Then, marketing qualified leads (MQLs) are thrown over the fence, with the sales team is left holding the bag.

Aligning the funnel requires better cross-department communication. Sales needs to be involved in the goal-setting process so that marketing can bring in higher-quality leads.

“[Ideally,] marketing is being held accountable for more than just, ‘Did you bring in a certain quantity of leads or certain quantities of MQLs?’” said Kurtz. “I really look at quality as much as quantity, so how many of those are converting into true sales qualified leads and closed deals?”

Boardroom Fluency

Stunted collaboration between marketing and sales is only the beginning. Kurtz also urged marketers to rethink their approach to boardroom meetings.

“I’m a big believer that marketing needs a seat at the table when it comes to business discussions,” Kurtz said. “When I’m mentoring marketing folks about this, I tell them, ‘You need to learn as much about business management as you do about marketing management,’ to be successful long-term.”

Kurtz explained that marketers often expect to sell ideas to the boardroom based on creativity alone. Marketers should take more care in explaining how their creative work furthers the company’s business goals.

Get Diplomatic

For Kurtz, marketing leaders can only expect success when they change their behavior. That means collaborating with sales, learning how to speak at the leadership table, and reevaluating how to present work internally. As a result, when those changes start to happen, everything runs more smoothly.

Messaging For The Masses

Finally, listen to the full episode for more insight into effective marketing, with topics such as:

  • 02:31 – Non-traditional techniques that work with small and medium businesses (SMB)
  • 04:50 – Overcoming resistance to closer collaboration between sales and marketing
  • 09:36 – Launching a SaaS product and developing a Go-to-Market strategy
  • 16:46 – Linking integrated marketing with business strategy and goals
  • 21:20 – Customer-led marketing vs. product benefits marketing

The B2B Revealed Podcast is brought to you by Cascade Insights, a market research firm specializing in B2B technology. Need more B2B brilliance? There are many ways to follow us.

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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