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Although nearly two-thirds of marketers say they should incorporate customer feedback when creating deliverables, they don't actually do so most of the time, according to recent research from UserTesting.

The report was based on data from a survey of 7,600 professionals in 10 countries (Australia, Canada, France, Germany, Italy, India, Mexico, Spain, the United Kingdom, and the United States).

Some 64% of marketers surveyed say they should get feedback from customers before launching marketing content and collateral, and 79% say what they create impacts the customer experience.

However, when asked how often they test 15 different types of deliverables with customers, respondents say no type of content or collateral is tested more than half of the time.

The most frequently tested deliverable is pricing, and the least tested deliverable is press releases.

Marketers say it is most important to get customer feedback on pricing, product names, and A/B test variants. They see the least value in getting customer feedback on marketing copy/text, social media content, and emails.

About the research: The report was based on data from a survey of 7,600 professionals in 10 countries (Australia, Canada, France, Germany, Italy, India, Mexico, Spain, the United Kingdom, and the United States).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji