We begin by exploring the critical difference between positioning and messaging, with Vassi explaining how positioning focuses on your place in the market while messaging determines what you actually say to your audience. She walks us through her comprehensive messaging framework that helps companies articulate their value pillars in ways that resonate with different customer personas.

Vassi shares her methodical approach to customer research, emphasizing the importance of focusing on past experiences rather than opinions to uncover genuine insights. She provides practical strategies for extracting valuable information from internal teams, particularly sales professionals who often hold the keys to understanding customer perspectives in B2B environments.

We also discuss the challenges of implementing messaging frameworks across organizations and how to ensure adoption through proper documentation, training, and follow-up processes. Vassi reveals her approach to using AI tools like ChatGPT and Claude to maintain consistent brand voice, including practical tips for creating prompt libraries that teams can use to generate cohesive content.

Whether you're a SaaS marketer, content strategist, or brand manager, this episode offers actionable insights to help you develop messaging that truly connects with your target audience and drives results.

Enjoy!

• Vassilena on LinkedIn
• Marketing Matters Newsletter
• Strategic Content and Messaging Course

• 02:04 Distinguishing Between Positioning and Messaging
• 04:06 Vassilena's Journey from Full-Stack Marketer to Messaging Expert
• 07:29 The Typical Messaging Project Process
• 11:12 Creating an Effective Messaging Framework
• 15:00 Extracting Voice of Customer from Internal Teams
• 17:28 Using Past Experiences to Uncover Customer Truth
• 21:12 The Value of External Consultants in Messaging Projects
• 24:49 Establishing Trust with Technical Teams
• 30:12 Common Implementation Mistakes and How to Avoid Them
• 35:36 Balancing Framework Structure with Persona Flexibility
• 39:24 Leveraging AI for Consistent Brand Voice
• 44:12 Organizing Science Events and Translating Complex Concepts
• 49:36 Vassilena's Content Marketing and Messaging Course

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Throughout our conversation, Mike emphasizes that synthetic research should enhance rather than replace traditional customer research. He explains how AI personas can help marketers get out of their own heads and gain valuable insights about their customers' perspectives, especially when testing new ideas or messaging. We also discuss common misconceptions about synthetic research and why some marketers are hesitant to embrace it.

Mike demonstrates how AskRally works through a live demo, showing how you can create detailed personas based on demographic and behavioral data, then ask them questions in a chat interface. We explore how the platform handles bias, ensuring AI personas reflect real-world behaviors rather than idealized responses. Mike also shares examples of how companies are using synthetic research to test ad copy, website messaging, and product features before investing in development or paid advertising.

One of the most interesting aspects we cover is how synthetic research can be integrated into automated workflows, allowing marketers to continuously test and optimize their messaging at scale. Mike shows how AskRally's API can be used with automation tools to create a feedback loop for creative ideas.

Whether you're a marketer looking to test messaging more efficiently or a founder trying to better understand your target audience, this episode offers valuable insights into how synthetic research can complement your existing research methods.

Enjoy!

• Mike on LinkedIn
• Mike on Twitter
• AskRally's website

• 02:00 Why Traditional Marketers Are Skeptical of Synthetic Research
• 04:04 Best Use Cases for Synthetic Research
• 07:00 The Human-AI Feedback Loop
• 09:00 Using AI to Practice Customer Interviews
• 11:00 Synthetic Research vs. Traditional Market Research
• 14:00 How Rally Helps Performance Marketers Test Ad Creative
• 17:00 The Biggest Misconception About Synthetic Research
• 21:00 Creating AI Personas Based on Your Target Audience (screenshare)
• 26:00 Testing Marketing Messages with AI Personas (screenshare)
• 31:00 Using Images and Video for Synthetic User Testing
• 39:00 Calibrating AI to Match Real-World Human Biases
• 43:00 Automating Research with N8N and Rally's API (screenshare)
• 51:00 How AI Can Help Us Develop Greater Customer Empathy

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Throughout our conversation, Maja emphasizes the importance of customer research as the most overlooked aspect of successful go-to-market strategies. She explains why founders often avoid talking to customers and how spending 60% of your time defining and refining your Ideal Customer Profile (ICP) can make all the difference in your success.

We explore Maja's "beachhead strategy" for market segmentation, which focuses on starting with a small market segment that has a burning pain point, reasonable willingness to pay, proximity to your expertise, and the ability to produce case studies for future growth. Maja also shares her framework for creating a differentiated value proposition, especially important in the age of AI.

Maja provides practical advice on testing messaging with early customers, selecting the right channels for your go-to-market approach, and why positioning should come before branding. She outlines seven go-to-market motions and offers a systematic approach to choosing the ones that will work best for your specific situation.

Whether you're a founder, marketer, or product leader, this episode is packed with actionable insights to help you focus your resources where you have the highest chance of winning and give your product the fighting chance it deserves.

Enjoy!

• Maja on LinkedIn
• GTM Strategist website
• GTM Power Hour
• GTM Checklist

• 00:59 The Universal Truth About Go-To-Market Success
• 02:00 Why Companies Avoid Customer Discovery
• 05:58 Making Go-To-Market a Science
• 09:58 The Beachhead Strategy for Market Segmentation
• 13:58 Positioning vs. Branding: What Comes First
• 18:58 Building in Public: Strategic Approaches
• 24:58 Creating a Differentiated Value Proposition
• 31:58 Testing Messaging with Limited Resources
• 35:58 Synthetic Research with AI for Customer Feedback
• 37:58 Selecting the Right Go-To-Market Channels
• 43:58 Cold Outreach and Social Selling Strategies
• 45:58 Top AI Tools for Go-To-Market Strategy

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy