Wynter on Wynter: How A Survey Pivoted Our 2023 Content
Running Wynter means we get to use it quite often. It’s shaped how our site explains things, how to position ourselves, and what we talk about. What we produce isn’t by chance, it’s through getting feedback directly from our ICP.
In this series, we are pulling back the curtain on the surveys and message tests we’ve run for Wynter. We’ll show you exactly how we use it, and what it’s inspired that you’ve seen, read or watched from us in the days and weeks that followed.
First up: The content Wynter should focus on
Test type: Buyer Intelligence Survey
Our Buyer Intelligence Surveys let you ask a certain number of panelists 5 open-ended questions. Something interesting about these is you’ll often see patterns in the answers among all the different questions, and not just the one asked.
Common threads become obvious, no matter what question the user was asked.
Finding 1: Connecting with the right user and right message.
Something immediately clear was it’s difficult to connect a laser-focused topic with the ideal ICP. We also had focused on website conversion topics, but the first two questions showed us struggles outside of that we could make helpful content for.
Here are some of the answers we saw that reference this when asked about the biggest challenges:
Another similar one:
Finding 2: Conversion content for every stage is needed
In question 2, we found most of the focus was not on website CRO – rather, it was on messaging for generally higher-funnel acquisition in driving traffic.. This opened up a much larger landscape of content around messaging we could create that our users would find helpful.
Here were some of the answers around that:
You get the idea: creating the right things for the right people continues to be a marketing challenge, especially in b2b where targeting can be limited, and there are multiple decision makers.
But CRO-focused content needs were more centered on further up the funnel, not as specifically on a landing page to convert to a demo.
What that meant for us: our content should expand the idea of CRO into upper funnel stages, not just on-site messaging for demos. Clearly, messaging from start to finish is something usres are thirsty for more help and ideas around.
Finding 3: Seeing ahead to how our content should change
This survey was run in the beginning of 2023 – it operated almost like a crystal ball for us to anticipate how to make our content timely.
There was a clear thread in all of the answers: we will have less staff, but be expected to do the same, or more, sales.
How Data Became Action
Looking at pre-site-conversion concerns, there were some obvious topical themes to explore:
Content Shouldn’t Be A Guess
As a SaaS that focuses on messaging and content, we know things evolve. The messaging and topics that worked a year ago may be less relevant – just look at the difference in the tech industry over the past 3 years.
Trends like limited budgets emerged, so strategic and tactical advice must change with it. The push to do more with less budget or less headcount has been very real, and it’s a lens we looked through with our content this year.
Your brand is probably not radically different, no matter the industry. Customer needs (and sometimes even who you target) change, but you don’t need a statistically significant multiple choice survey that costs thousands of dollars to figure that out.
You can run a simple intelligence survey, a preference test, or any other targeted customer Wynter test to get to these insights, too. Spend more time creating exactly what your customers want and need, and less of it guessing and learning the long way.