{"id":2858,"date":"2022-02-28T14:49:08","date_gmt":"2022-02-28T14:49:08","guid":{"rendered":"https:\/\/modomodoagency.com\/?p=2858"},"modified":"2022-02-28T14:49:08","modified_gmt":"2022-02-28T14:49:08","slug":"measure-once-cut-twice-the-what-why-of-b2b-message-testing","status":"publish","type":"post","link":"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/","title":{"rendered":"Measure Once &#038; Cut Twice \u2013 The What &#038; Why of B2B Message Testing"},"content":{"rendered":"\n<p>While we\u2019ve all bought into the mantra \u201ctest and learn,\u201d sometimes it can be hard to know exactly when and what to test.&nbsp;<\/p>\n\n\n\n<p>For us here at Modo Modo Agency, we develop a lot of <a href=\"https:\/\/modomodoagency.com\/markets\/b2b-marketing\/\">B2B<\/a> messaging and communications. Strategic messaging, campaign messaging, internal messaging\u2014you name it, we\u2019ve written it. But clients can sometimes forget to budget in necessary time and resources to pressure test those messages before they hit the ground running.&nbsp;<\/p>\n\n\n\n<p>For that reason, we thought we\u2019d take a step back and talk about how (and when) to complement your messaging development with some testing and market research.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>When does message testing happen?<\/strong><\/h2>\n\n\n\n<p>For us, there are two primary ways we think of message testing:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Discovery &amp; Hypothesis Generation<\/strong>\u2014To inform components or testing hypotheses ahead of developing the full message<\/li><li><strong>Validation &amp; Refinement<\/strong>\u2014To inform selection or refinement of your messages once developed<\/li><\/ul>\n\n\n\n<p>Before you put pen to paper, understand whether a conflict, misbelief, or dynamic is driving the need for new messaging. To uncover and dig into that friction, it helps to include pre-testing during discovery. This can pressure test your working hypotheses or insights that will inform your key messaging strategy.<\/p>\n\n\n\n<p>More commonly, testing happens once you\u2019ve firmed up your messaging. This helps validate whether the communication accomplishes its intended goal(s). You\u2019re often working with your target audiences (customers or prospects) to test things like comprehension, differentiation, believability, persuasiveness, etc.&nbsp;<\/p>\n\n\n\n<p>And refinement testing doesn\u2019t stop once you launch your campaign. It may take different forms, such as campaign optimization or feedback loops, but the idea is to continue learning. Never underestimate the value of real-world A\/B testing. This helps surface disconnects between what a respondent says\/believes is important and how they actually interact or become motivated to take the next step.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>But what are the best methods for messaging testing<\/strong>?<\/h2>\n\n\n\n<p>Depending on your objectives, some engagements call for a formal testing process. But, some quick, lower-investment options can also get you rich insight. Here are a few message testing examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Send Out a Survey<\/strong>\u2014This is often relatively quick to set up and easy to administer. The challenge here is providing the right incentive for your targets to participate. While easy,&nbsp;audiences are asked to participate in a lot of surveys. Keep it short and make the incentive clear upfront. You will likely need to prioritize what measures are most important to test.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bring It to Your Next (Friendly) Customer Meeting<\/strong>\u2014your customers know best, and your trusted relationships want to give you feedback. It can be a great way to bring them into the fold and get some valuable reactions from those who know your solution best.<\/li><li><strong>Schedule Focus Groups<\/strong>\u2014These can be especially helpful during the explorative stage. This is a more traditional research method and requires a trained moderator.&nbsp;<\/li><li><strong>In-Depth 1-on-1 Interviews<\/strong>\u2014Often the most intensive form of testing, these can be rich in qualitative insight and are valuable when the audience is very particular or the subject matter is very complex.<\/li><li><strong>Get Feedback During a Tradeshow<\/strong>\u2014If you need quick access to people in your industry, look no further than an industry gathering. Grabbing a couple of minutes in someone\u2019s day is easier because they are in an open frame of mind and away from the distractions of their immediate work environment.&nbsp;<\/li><li><strong>Phone (or email) a friend<\/strong>\u2014Be careful here because friends may not be your target audience. Talking to (the right) someone who isn\u2019t mired in the day-to-day of the campaign may be the gut reaction you need to keep moving.<\/li><\/ul>\n\n\n\n<p>Once you\u2019ve gotten through testing, you need to interpret the findings in aggregate and determine how to incorporate them \u2013 and which messages\/ideas to leave on the cutting room floor. Summarizing the results often requires going back to the original objective and hypothesis you were looking to evaluate. But the juice is worth the squeeze to capture those findings, as they can be a source of truth in the future as well.<\/p>\n\n\n\n<p>As mentioned earlier, continue to test and refine in real-world settings\u2014in your emails, banner ads, home page hero, etc. There will always be opportunities to tighten and polish your message\u2014and to <a href=\"https:\/\/modomodoagency.com\/blog\/2021\/10\/07\/plan-to-be-nimble-an-intro-to-agile-marketing\/\">continue evolving it in step with changing customer needs<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Go forth, and measure! (And then cut)<\/strong><\/h2>\n\n\n\n<p>In summary, don\u2019t base communications on your assumptions alone. It is crucial to gather some evidence along the way. And a good agency can help you do just that.&nbsp;<\/p>\n\n\n\n<p>All in all, we believe implementing some testing best practices makes your <a href=\"https:\/\/modomodoagency.com\/blog\/2021\/09\/20\/dont-cut-corners-b2b-marketing-taking-full-funnel-approach\/\">marketing &amp; media campaigns<\/a> more likely to be successful.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While we\u2019ve all bought into the mantra \u201ctest and learn,\u201d sometimes it can be hard to know exactly when and what to test.&nbsp; For us here at Modo Modo Agency, we develop a lot of B2B messaging and communications. Strategic messaging, campaign messaging, internal messaging\u2014you name it, we\u2019ve written it. But clients can sometimes forget <a href=\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  Measure Once &#038; Cut Twice \u2013 The What &#038; Why of B2B Message Testing<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-2858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Measure once &amp; cut twice \u2013 The what &amp; why of B2B message testing<\/title>\n<meta name=\"description\" content=\"Don\u2019t base your key message strategy on assumptions alone. Modo Modo covers how and when to complement messaging development with quick testing and market research.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Measure once &amp; cut twice \u2013 The what &amp; why of B2B message testing\" \/>\n<meta property=\"og:description\" content=\"Don\u2019t base your key message strategy on assumptions alone. Modo Modo covers how and when to complement messaging development with quick testing and market research.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/\" \/>\n<meta property=\"og:site_name\" content=\"Insights | Modo Modo Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/modomodoagency\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-28T14:49:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2022\/02\/Message-Testing_Header.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1700\" \/>\n\t<meta property=\"og:image:height\" content=\"820\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Modo Modo Agency\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@modomodoagency\" \/>\n<meta name=\"twitter:site\" content=\"@modomodoagency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Modo Modo Agency\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/\",\"url\":\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/\",\"name\":\"Measure once & cut twice \u2013 The what & why of B2B message testing\",\"isPartOf\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/2022\/02\/measure-once-cut-twice-the-what-why-of-b2b-message-testing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2022\/02\/Message-Testing_Header.png\",\"datePublished\":\"2022-02-28T14:49:08+00:00\",\"dateModified\":\"2022-02-28T14:49:08+00:00\",\"author\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/86c8ce5fa7859cddf5e092136eb76802\"},\"description\":\"Don\u2019t base your key message strategy on assumptions alone. 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