How To Organize Outbound Marketing Experimentation



Outbound marketing experimentation is critical. It lets you figure out what’s working, what isn’t, and what to do about it.  So how do you organize your experimentation so it’s consistent, makes sense, and lets you know what it is exactly you’re experimenting on?  However, organizing outbound marketing efforts can be quite difficult – in this video we discuss how to organize outbound marketing experimentation with the use of experiment boards.

Experimentation almost always comes up when talking with new clients, especially when they have a dedicated team of inside sales people who are responsible for reaching out and finding new prospects and building their own pipeline.  I try and get an understanding of what are they initially doing to experiment and test what’s working.  That might mean experimenting with messaging, subject lines, or even something as broad as how they’re packaging different things. I rarely come across companies who are smart about organizing their experimentation, which is actually really simple to set up.

One of the things that I recommend is an experiment board to organize your outbound marketing experiments.  Think about it as an excel sheet.  What you’re doing is getting together as a team and writing down specific things about the experiment.  For example, keeping track of what experiments you’re doing, what experiments are coming up in the future, and laying out what success looks like before you start to roll these experiments out.

Imagine you have ideation sessions where the group gets together, comes up with a bunch of experiments they want to run, and details out what they’ll be.  Like saying you’ll go for the VP of Sales with a certain type of messaging and shooting for a 10% response rate and a 2% meeting rate.

Detailing that gets you in the rigor of why you’re doing this, who you’re going after, what your messaging is, and whether or not what you’re doing is working.  If it works, you can scale it across the other teams.  If you get in the mode of setting this up on a regular basis you create a big log of experiments that you’re going to be running.  You also organize all the things you’re going to be testing and at the same time it helps you implement those tests on a faster basis.  If you keep track of these you’ll find you do experiments faster, you’ll have a clear understanding of what the goal is you want out of the experiments, and you’ll kill things quicker that aren’t working which is as important as finding things that are working.  Rapid experimentation is absolutely critical for roles who are trying to find new opportunities.  Get in a formal process of meeting at set intervals and experimenting.

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