Your messaging is all over the place

2 skeletons have the pen for this edition of Dying 4 Influence.

How many times has management told you: “Let’s test this messaging”?

But then, didn’t talk about it and didn’t even know what these tests should look like?

We’ve been there as well

The #1 killer of great messaging is meddling stakeholders, creating a Frankenstein monster with one of the core pillars of your GTM

PMMs in B2B SaaS startups need one thing

Simple, and ongoing message-testing, giving you a scope on what to test for

Discover why message-testing is the key ingredient to saying goodbye to “messaging by committees” and hello to clear and measurable data, that can help you avoid these internal debacles

Welcome to the next episode of Dying 4 Influence. The weekly newsletter for misunderstood B2B product marketers.

Know how the best PMMs operate in B2B. Get a dose of knowledge to stand tall in a sea of unseasoned marketing.

If you’re a new skellie, you can sign up here and join the misfits.

🚩 We rarely have a clear process

Whether it’s a lack of resources, access to objective data, or the final boss: the egotistical CEO who just wants you to plug AI, it’s definitely not an easy task to build a process around testing your messaging, especially in the startup world

It’s easy to second-guess everything from shooting for the stars with high conversion rates to just making sure sales actually use the revamped messaging on demos.

After surveying ~50 product marketers, this is the top insights on message testing:

• 50% rely on ad-hoc testing, which lacks structure and scalability.

• 51% rated their messaging with 3/5—it’s functional but requires improvement in clarity, resonance, or alignment.

• Smaller organizations (> 500 employees) are blocked by resource constraints, meaning they have reactive and informal practices.

• The biggest issue seems to be the need for stronger customer feedback loops which are underutilized despite being critical to resonate with ICPs.

Hey…Eric jumping in here.

I 110% agree with Gab. And the unfortunate thing is most of us are struggling to get a budget for something like Wynter.

In most cases, your message testing will start off at $2K. Believe me, I’ve used it twice.

🎙No New Episode This Week. I know…we suck.
But our library of past episodes doesn’t.

We’re sorry to ruin your week but there was a scheduling malfunction. HOWEVER…

There are 2 episodes left for Season 3. One on Thursday, and one the week after. Both are to DIE for 💀

🎧 Tune into some of our past episodes this week and shoot us a DM on which topic you want us to go deeper on.

How clutch are Wynter message tests?

When Eric told us that he got the budget to try out Wynter while at Klue, we were HYPED.

He was against execs with their own opinions, product wanting to include AI and a whole bunch of stakeholders.

In less than 48 hours, he got everything he needed as validation.

Check out Wynter (not sponsored…yet 🤞)

Eric loved them so much that he told them on Intercom, now THAT’S dedication.

 🔁📨 Message-test should be ongoing, not ad hoc

If you don’t have the budget for Wynter, there are ways you can message testing continuously (without wasting your entire budget or fight your CEO).

After surveying 48 product marketers, almost 40% of PMMs have no testing process regarding their messaging.

Gab is working on a report on it—and there’s a lot of interesting insights so far

If you have an in-house role at the moment (or have been in the past), we will be doing an episode about it and unveiling the results.

It takes 2-min to fill out and is available right here

SAVE THE DATE FOR S4

We have 2 more episodes for you. One with us on how we met, and one with the chill guy, Devin Reed.

After that, we’re taking a break and launching Season 4 on March 6th, 2025 🎙️💀💀