Who's Going To Win

Finding Your Way To Success

When it comes to marketing, everyone promises they have the secret formula to scaling fast or going viral. While they may have more wins than you, using the same tactics at your organization, might not work, the only way to know, experiment.

Was This Article Helpful

A Tale Of Two Stories

Two companies in the same industry, same budgets, similar team members, both going after the same group of potential buyers.

Consultant goes to both companies and presents the same findings concluded from marketing research.

Both CMOs are fascinated by the data and start spinning their wheels, rallying their team, and planning their GTM.

Where this goes radically differently, one CMO brings their team together and throughout the next three weeks, tries to build the perfect campaign, one take.

The other CMO has something running in the market the next day with a handful of variables to A/B test to see how the market will respond to the insights the team was given.

Who do you think is going to win?

Data Can Only Tell You So Much

At Contineofy, we believe in data-driven marketing and sales, but data is only as good as the inputs collected, it only tells you what has happened in the past. And because the market changes so fast and buyers' opinions, wants, and needs change just as fast, it's only through experimentation that you're going to be able to understand what will and won't work, right now.

So instead of taking three weeks to launch that next campaign, that you believe is perfect, instead, build in variables, bring the team together, and build out different scenarios with different perspectives and run them all, let the market decide the winner, remove the internal ego.

The Only Way This Works

Where most organizations fail, is that every campaign and idea is 1-1, and there isn't a framework to build and test strategies on.

Instead of running campaigns and comparing apples to apples, you're instead building one campaign one way and the next in an entirely different way but then trying to understand which one is better.

Running experiments is about keeping some things consistent and changing minor variables so that you can understand which changes you made that moved the needle.

At Contineofy, we put the same systems in place with every SaaS platform we work with, then follow a consistent plan of attack that allows us to focus on the creative work and running mass experiments so that we can come to the conclusion of what appeals in the market, for your brand specifically, and then scale on that tactic until it's no longer working due to either your competitors picking up on the tactic and mimicking it or the Law of Diminishing Marginal Utility.

At that point, it's about going back to the drawing board, finding the next pattern in the market, building a hypothesis, and starting the experiments all over again.

What's Really Important

The important step is being quick, and this only works if you have a stable foundation from which you are building and a means of testing and coming to conclusions on the experiments you're running.

So what company do you want to be? The one who runs one campaign every month that you believe is "perfect", but until tested, you won't know, or the company that has a test running in the market by Monday?

Who's going to win?

Was This Article Helpful

Share it with your colleagues or network.