Experience layer · extends “Touchpoints” in the approach
Test the message against the audience, not just the channel.
A message that wins with one buyer loses with the next. We run message-by-audience tests and keep the results in one library that creative, marketing and sales all use, so what to say becomes a matter of evidence.
Where the value leaks
Three ways it goes missing.
- 01
Taste decides
The loudest opinion in the room picks the message, and the test, if there is one, is run against the channel and not the reader.
- 02
Winners are not kept
A message that worked is used once and forgotten, so every campaign starts from a blank page.
- 03
One message for every reader
Procurement, operations, finance and the executive each want a different first sentence, and get the same one.
The leak, shown
Meetings booked per hundred who saw a message, by audience. The same message, read by different people.
Meetings booked per 100 who saw it · message × audience
Illustrative$120M B2B manufacturer
Procurement
Operations
Finance
Executive
Cut total cost
Reduce supplier risk
Faster delivery
One vendor for everything
Fund these three
- 0.0Faster delivery → Operations
- 0.0One vendor for everything → Procurement
- 0.0Reduce supplier risk → Executive
Same message, different reader
“Faster delivery” books 5.2 per 100 with Operations and 0.9 with Finance: a 5.8× spread from the audience alone.
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We inventory the messages in use today and fix response by audience as the starting point.
- 2
Standing control
A test calendar with a bar for a win and a bar for retiring a message agreed up front. Results go into one library, not into slide decks.
- 3
Proof
Winning combinations are reported with sample sizes, and the library records what each message did and where, so the next brief starts from evidence.
What you get
What we hand over.
- A message-by-audience testing plan
- A message library with results attached
- Creative briefs written from what worked
- Sales-ready versions of the winners
- Retirement rules for what does not
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