Optimizing MarCom Messaging for Developers

A leading enterprise solutions provider recognized the need to enhance its internal platform, which comprised numerous disconnected services, complicating end-to-end solution development for their developers. In response, it developed a low-code platform integrating generative AI to streamline code development and promote collaboration between business and application development teams. As the company prepared for a global launch, they sought Phronesis Partners to ensure their marketing communications (MarCom) would effectively resonate with their target audience of developers in key markets, specifically India and the United States.

Objective

The primary objective was to determine which of two marketing messages would best engage developers in India and the US. 

The company aimed to:

• Understand its audience's preferences to tailor messaging effectively
• Optimize its marketing to ensure clarity and relevance
• Stay ahead of competitors by delivering compelling and resonant messages

By achieving these objectives, the company aimed to ensure a successful global product launch.

Solution

Phronesis Partners employed a structured approach to evaluate the two marketing messages:

Message structure analysis:

Each message comprised a claim, three value propositions, corresponding value messages, and supporting proof points.

A/B testing design:

A monadic design was used, presenting each participant with only one version of the message to prevent bias.

Survey deployment:

An online survey was administered to 150 application developers and project managers in both India and the US (300 participants total). Participants were randomly assigned to evaluate either Message A or Message B.

Evaluation metrics:

The survey assessed:

• Coverage of the solution's primary functionalities, including coding simplicity, development speed, collaboration ease, and plug-and-play development
• Relevance and clarity of value messages
• Effectiveness of value propositions in conveying intended meanings

Data analysis:

Responses were analyzed using statistical tests to compare attributes between the two message versions. A composite score was calculated for each message, assigning weights to claims, value propositions, and value messages based on their typical order of audience engagement.

Impact

Our research provided the company with valuable insights that enabled them to make informed decisions regarding its global MarCom messaging. Using our recommendations, it plans to roll out the winning MarCom message later this year, including its name in the message claim. This message is expected to resonate with its target audience on a global scale and improve audience engagement with the new solution.