Avoiding the echo chamber: How feedback leads to more effective, data-driven marketing messages

We all know that a well-developed messaging framework is a critical part of any product marketer’s toolkit. But as product marketers we are often so deeply immersed in the products - how do we step outside of what we know to develop messaging that speaks the language of the people you are actually trying to influence.

Customer feedback is a critical part of developing a message and value proposition that resonates with your audience. By creating messaging that incorporates the voice of your customer, you can ensure you have proof points and testimonials that support all your claims. While most people understand the value of that data, it can be hard to capture at scale, and once you have it, it can be difficult to determine what is relevant, and what isn’t.

With this session, we will walk through a case study of how we at SurveyMonkey developed a multi-layer messaging framework for our fairly complex product portfolio, infusing the voice of the customer at every stage.

Key takeaways How to develop a messaging framework that scales - from a single product to a complex portfolio of products How to infuse the voice of the market and your customers into your messaging framework How to use a combination of implicit and explicit data to get internal buy-in from key stakeholders