When success is measured in MQLs, know ahead of time whether your message is mighty or mighty weak. Message testing is the predictor — and the insurance.
These days, the measure of success can be as simple as the MQLs you develop — so it matters to know ahead of time whether your message is mighty, or mighty weak.
The best performance predictor is, predictably, also the best insurance that your rollout doesn’t flame out: test the message before the market does it for you.
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