Understanding your B2B audience with market testing
Socrates once said the only thing we can know is that we know nothing. Fortunately, we’ve become a bit better informed since then.
No, not just because of Wikipedia. Another way smart businesses get in the know (and get ahead) is market testing – one of the services we offer to power growth.
The principle is straightforward. If you don’t know what will land with an audience, the best way to find out isn’t guesswork: it’s asking the audience themselves.
Take an email marketing campaign. When you’re starting out, there’s a lot you don’t know. What call to actions buttons are most effective? What kind of imagery drives engagement? What sorts of subject lines increase open rates?
You can test different techniques one-by-one, or you can divide your audience into two and send two versions – A/B testing – and find out directly what yields the best results. Or if you really want to get fancy, many versions different iterations all at once – multivariate testing.
Click-through rates are only the beginning, too. So long as you have the metrics and the ability to measure, even the effectiveness of website design and your content marketing can be quantified through measures like average time on page, sales uplift and conversion rates.
With it, we’ve helped clients vastly refine their marketing output and significantly drive sales.
If you want to understand your audience better and find out more about how you can benefit from applying market testing, we’re happy to lend a hand.
Featured image by Melanie Deziel on Unsplash.