Writing · Tagged

voice-of-customer

2 pieces on this thread.

Positioning · May 22, 2026 · 10 min read

How to know if your messaging will actually work (before you ship it)

Internal sign-off measures internal alignment, not market resonance. The False Confidence Filter is a two-day protocol of four tests, each run with five ICP-matched buyers who have never met you. The Stranger Test catches clarity gaps, the Priority Test catches relevance gaps, the Clone Test catches differentiation gaps, and the Champion Test catches whether a champion can resell your value unaided. Stranger and Priority failures force a rewrite. Clone and Champion failures are usually fixable.

positioning messaging b2b-saas gtm pre-launch-validation voice-of-customer

Product Marketing · December 25, 2025 · 8 min read

Voice of Customer research: how PMMs build messaging that actually converts

Most B2B messaging is written from the inside out, in the language of the people who built the product. Voice of Customer research is how we get the buyer's own sentences instead. Talk to wins, losses, and near-misses. Mine tickets, reviews, and recorded sales calls for the words buyers use before they know our category exists. File the raw quotes in a language bank. Then run the highlighter test on the page we already published. A buyer who hears her own sentence come back to her feels understood, and understood buyers buy.

voice-of-customer product-marketing messaging customer-research B2B-SaaS