Create Messaging Reps Use (And Customers Remember) w/Madeleine Work | Chili Piper

Like this episode? Clicking Like and Subscribe go further than you know. Thank you 💛Episode 12: Madeleine Work, Senior Product Marketing Manager at Chili Piper (https://www.linkedin.com/in/madeleinework/) joins me (https://www.linkedin.com/in/joshua-chronister/) to break down how to create messaging that reps actually use and customers remember. We talk about defining clear platform messaging, getting internal buy-in without watering it down, and why launches are never really one-and-done. We also dive into sales feedback loops, creative copy that still converts, and how Madeleine uses tools like Gong, Wynter, and Mutiny to test what’s working.//💡 During our conversation, you’ll learn:How to A/B test website messagingHow to create continuous feedback loopsGetting internal buy-in on your messagingBalancing creativity and clarity in messagingWhy product launches are on going and why you should repeat yourself//🎙️ In our conversation, we cover: 00:00 – Teaser: How Madeleine crowdsourced and tested messaging across her company00:29 – Intro to Madeleine and what you’ll learn in the episode01:44 – From content to product marketing: how the transition happened03:24 – What she loved (and didn’t love) about content marketing06:01 – The challenge of getting 100% messaging buy-in06:55 – The collaborative H1 test: value, competitor, and persona buckets08:53 – Running messaging through Wynter and Mutiny12:21 – The importance of above-the-fold copy and first impressions14:08 – UI images in messaging: show, don’t tell15:10 – How Chili Piper defined its platform messaging15:59 – “Demand conversion”: the phrase they landed on17:47 – Messaging in a competitive landscape (and naming your competitors)19:32 – How they brainstormed the phrase “demand conversion”21:02 – Creativity vs. clarity: writing how you talk23:44 – “No more complaints about unfair lead distribution”: voice-of-customer in action25:18 – Marketing to marketers: easier and harder26:13 – Why marketers don’t click UTM links—but give amazing form responses28:46 – How Madeleine continuously refines messaging over time29:53 – Sales feedback loops and scathing voice notes30:23 – Refresh cadence: product pages, competitor pages, then restart31:59 – PDF collateral vs. web content: keeping everything updated33:35 – Launches Madeleine’s proud of (and what she learned)35:12 – Why no one noticed the chat launch—and how they relaunched it36:55 – The importance of repetition in product marketing38:33 – Using Gong to track if messaging is landing with reps40:04 – What living is all about: being a little uncomfortable41:28 – Where to find Madeleine and her “Madeleine Love” folder//🔦 Where to Find Emily:LinkedIn: https://www.linkedin.com/in/madeleinework/🔦 Where to Find Josh:LinkedIn: https://www.linkedin.com/in/joshua-chronister/ Newsletter: https://onmessaging.substack.com/ Spotify: https://open.spotify.com/show/3E1gduFoKQYHiLNmNLzeF4?si=c3e2bc4bd362490f Apple Podcasts: https://podcasts.apple.com/gb/podcast/on-messaging/id1787098696 //Follow On Messaging:Subscribe, like, and share if you’re a product marketer crafting messaging in B2B SaaS. New episodes drop every other week 💛#productmessaging #b2bmarketing #productmarketing #podcast