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