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What tools can you use to validate new marketing strategies?

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Before you launch a new marketing strategy, you need to validate it. Validation means testing your assumptions, measuring your results, and learning from your feedback. Validation can help you avoid wasting time, money, and resources on ineffective or risky strategies. But how can you validate your marketing strategies effectively? Here are some tools that can help you.

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1 Surveys and interviews

One of the simplest and most powerful tools for validation is asking your target audience directly. Surveys and interviews can help you understand their needs, preferences, pain points, and motivations. You can use online tools like SurveyMonkey, Typeform, or Google Forms to create and distribute surveys, or use tools like Calendly, Zoom, or Skype to schedule and conduct interviews. Surveys and interviews can help you validate your value proposition, your messaging, your positioning, and your pricing.

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Ann Schreiber (Bloomquist)

Seasoned Copywriter & Blog Writer | Content Marketing Leader | Published Author | Member of Woodbury MN Chamber of Commerce
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Three of my favorite tools are SEMrush, Ahrefs, and GoogleTrends. I use Ahref's free website authority checker anytime I bring on a new client to see how they are performing in their website authority. This gives me some insight into where I might be able to help them best. I use SEMrush to research common search terms to identify the best keywords to weave into content that I prefer not only for my clients but for my own website, too. Finally, I am just learning to use Google Trends myself. While this might not as directly help speak to tools to validate marketing strategies, it provides great intelligence as to what people are talking about so that you can align your content accordingly.

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2 Landing pages and email campaigns

Another tool for validation is creating landing pages and email campaigns that showcase your new marketing strategy. Landing pages and email campaigns can help you test your offer, your copy, your design, and your call to action. You can use tools like Unbounce, Leadpages, or Mailchimp to create and launch landing pages and email campaigns, and use tools like Google Analytics, Hotjar, or Mailchimp to track and analyze your performance. Landing pages and email campaigns can help you validate your conversion rate, your engagement, your retention, and your revenue.

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Amy Rodby

Strategic Marketing Leader | Driving Product Visibility & Market Demand | Expert in ABM & GTM Execution | MS in Business Analytics
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Landing pages are invaluable for testing marketing strategies, engaging audiences, and measuring success. They allow us to refine our approach by tracking user actions—such as purchases or sign-ups—and gauging interest. These tools also enable us to monitor ongoing engagement and assess the financial impact of our efforts to ensure they're profitable. -Test strategy elements like offers, messages, and design. -Engage directly with the audience to gauge interest and action. -Measure success, such as conversion rates. -Assess long-term engagement and interest. -Track financial success in marketing efforts.

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3 Prototypes and MVPs

A third tool for validation is building prototypes and MVPs (minimum viable products) that demonstrate your new marketing strategy. Prototypes and MVPs are low-fidelity versions of your product or service that you can use to test your core features, benefits, and functionality. You can use tools like Figma, InVision, or Balsamiq to create and share prototypes, or use tools like WordPress, Shopify, or Squarespace to create and launch MVPs. Prototypes and MVPs can help you validate your product-market fit, your user experience, your feedback loop, and your scalability.

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Robbin Christian Wolfs

SEO, Affiliate & CRO manager at SimplyOrganized.
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I find new marketing strategies a stimulating way to keep me engaged at work. However, it's often challenging to manage existing marketing activities whilst implementing a new unproven strategy. An MVP, at its core, enables minimum effort to try and prove the unproven, without too much opportunity cost. I would usually offer an MVP to a small subset of users, or only new clients through a smaller isolated campaign, in order to test its interest and usability.

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Oleg Beznitchi

Bridging the gap between business vision and strategic delivery.
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I think the best way to truly understand if customers want your product is to launch a functional version one. This is an idea I got from Jason Fried at Basecamp and it really resonated with me, because I noticed that gone are the days of MVPs and similar frameworks. In today's economy and optionality, MVPs are overrated and they no longer provide the necessary functional features to provide the necessary practical feedback. MVPs never really work in countries where startup culture is not common and especially within certain socio-demographic groups. People like to see fully-functional versions, ideas, not sketches. So, the way to go is launch fully-functional, version ones and learn from the feedback. It's hard, but it's practical.

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4 Experiments and hypotheses

A fourth tool for validation is running experiments and hypotheses that challenge your new marketing strategy. Experiments and hypotheses are systematic ways of testing your assumptions, measuring your outcomes, and learning from your data. You can use tools like Google Optimize, Optimizely, or VWO to run experiments, or use tools like Lean Canvas, Hypothesis Testing Canvas, or Experiment Board to formulate and document hypotheses. Experiments and hypotheses can help you validate your growth drivers, your key metrics, your riskiest assumptions, and your pivot points.

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5 Communities and networks

A fifth tool for validation is joining and building communities and networks that support your new marketing strategy. Communities and networks are groups of people who share your vision, values, and goals, and who can provide you with feedback, insights, and opportunities. You can use tools like Facebook Groups, LinkedIn Groups, or Slack Channels to join and build communities and networks, or use tools like Meetup, Eventbrite, or WebinarJam to host and attend events. Communities and networks can help you validate your brand awareness, your reputation, your referrals, and your partnerships.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What tools can you use to validate new marketing strategies?

1

2

3

4

5

6

1 Surveys and interviews

2 Landing pages and email campaigns

3 Prototypes and MVPs

4 Experiments and hypotheses

5 Communities and networks

6 Here’s what else to consider

Marketing Operations

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What tools can you use to validate new marketing strategies?

1

2

3

4

5

6

1 Surveys and interviews

2 Landing pages and email campaigns

3 Prototypes and MVPs

4 Experiments and hypotheses

5 Communities and networks

6 Here’s what else to consider

Marketing Operations

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