BPM Works Limited

Methodology for Insights and Messaging

The key to messaging success is getting access to the customer insights that lie inside the heads of subject matter experts within your firm – and then developing compelling value propositions tightly focused on the challenges customers face.

11 Step Guide

This guide from BPM provides a proven methodology for capturing customer insights and developing great messaging.

Capturing and Validating Customer Insights

Step 1

Put the stakeholder team together

Step 2

Specify the market and customer insights to be captured

Step 3

Determine the personas and workflows to be addressed

Step 4

Identify and recruit customers for research

Step 5

Build a customer insights hypothesis

Step 6

Run customer insights workshops and one-on-one sessions

Step 7

Validate insights with a small group of customers

Step 8

Update insights based on feedback from customers

Mapping the Proposition

Step 9

Mine existing materials to prepare potential value propositions

Step 10

Run proposition mapping workshops and one-on-one sessions

Developing Marketing and Sales Ready Messages

Step 11

Produce Messaging Framework document and get sign off from stakeholders

Download 11 Steps

Methodology for capturing customer insights and building compelling messages

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11 Step Guide to Messaging

Capturing customer insights and building compelling messages

Methodology for Insights and Messaging

11 Step Guide