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How do you prove your marketing assumptions are correct?

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As a marketer, you have to make assumptions about your target audience, your value proposition, your channels, and your metrics. But how do you know if your assumptions are valid and aligned with reality? How do you avoid wasting time and money on ineffective or misguided campaigns? The answer is to test your assumptions systematically and rigorously, using data and feedback. In this article, you will learn how to prove your marketing assumptions are correct using a four-step process: define, measure, experiment, and learn.

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Haoma Worgwu

Influential Linkedin Top Voice || No 1 Linkedin Growth Expert Continent-Wide|| GOD'S OWN | GENIUS- I help C-Level…
Chaz Horn

Consultants ? Attract New Prospects ? Engage Them In Conversation ? Convert into New Clients Seamlessly on…
Livi Matthews (neé Edwards)

Senior Brand Manager, Campaigns and Social at The University of Law

1 Define your assumptions

The first step is to clearly define your assumptions and write them down. An assumption is a statement that you believe to be true, but you have not verified with evidence. For example, you might assume that your target customers are millennials who value convenience and quality, or that your product solves a specific problem for them. You should identify your assumptions for each element of your marketing strategy, such as your customer segments, your value proposition, your positioning, your channels, your pricing, and your goals. You should also prioritize your assumptions based on their importance and uncertainty, so you can focus on the ones that have the most impact and risk.

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Haoma Worgwu

Influential Linkedin Top Voice || No 1 Linkedin Growth Expert Continent-Wide|| GOD'S OWN | GENIUS- I help C-Level Executives, Business Owners, Freelancers & Professionals gain VISIBILITY & MONETISE LinkedIn
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To validate marketing assumptions, employ a data-driven approach. Set clear, measurable goals aligned with each assumption and use analytics tools to track relevant metrics, such as website traffic, conversion rates, and customer engagement. Conduct A/B tests to compare different marketing strategies and identify the most effective ones. Collect feedback from customers through surveys, focus groups, and social media interactions to gain qualitative insights. Monitor market trends and competitors' performance to contextualize your assumptions. Regularly analyze and interpret the data to draw meaningful conclusions and adjust your marketing strategies accordingly.

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Chaz Horn

Consultants ? Attract New Prospects ? Engage Them In Conversation ? Convert into New Clients Seamlessly on LinkedIn **Speaker**
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If you aren't identifying and attracting the right prospective clients to you predictably it's because of one or more of five reasons. I use the acronym TTABS Tactics - What you are doing to reach your prospects. Technique - How you are reaching your prospects. Attitude/Mindset- Nothing happens in business without the right perspective/mindset. Behaviors - The actions you should be doing to move the needle to get specific results. Strategy- A specific plan to attract and build confidence in your prospect's mind about you being able to solve their problems. These have to be in place and doing the right thing while being in alignment with one another.

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2 Measure your assumptions

The second step is to measure your assumptions and collect data to test them. You need to define the key metrics and indicators that will help you validate or invalidate your assumptions. For example, you might use surveys, interviews, or focus groups to measure customer preferences, needs, or pain points. You might use web analytics, social media insights, or email metrics to measure traffic, engagement, or conversions. You might use market research, competitor analysis, or industry reports to measure market size, trends, or opportunities. You should also set a baseline and a target for each metric, so you can compare your actual performance with your expected outcome.

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Livi Matthews (neé Edwards)

Senior Brand Manager, Campaigns and Social at The University of Law
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The likelihood is that you’ll need to use a selection of these metrics, rather than all of them, so it’s key to identify the measures that will give you the most relevant information in order to confirm your assumptions at the very start of your planning stage. Using all of the metrics will flood you with data points, and make it very difficult to guide a strategy successfully.

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3 Experiment with your assumptions

The third step is to experiment with your assumptions and design tests to challenge them. You need to create hypotheses that state what you expect to happen if your assumptions are true, and how you will test them. For example, you might hypothesize that offering a free trial will increase sign-ups by 20%, and you will test it by running an A/B test on your landing page. You might hypothesize that posting educational content will boost your brand awareness by 15%, and you will test it by measuring your social media reach and impressions. You might hypothesize that pricing your product higher than your competitors will increase your perceived value by 10%, and you will test it by measuring your customer satisfaction and retention. You should also define the minimum viable product (MVP) or the minimum viable campaign (MVC) that will allow you to run your tests with the least effort and cost.

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4 Learn from your assumptions

The fourth and final step is to learn from your assumptions and analyze the results of your tests. You need to compare your data and metrics with your hypotheses and see if they match or not. If they match, you can validate your assumptions and proceed with your marketing strategy. If they don't match, you can invalidate your assumptions and revise your marketing strategy. You should also document your learnings and insights, and share them with your team and stakeholders. You should also iterate and repeat the process until you have proven all your critical assumptions and achieved your marketing goals.

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5 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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Brian T. Ho

Seeker of Significant & Sustainable Business Solutions. Living Life V2.0 with Lindsey V2.0 fully through food, music, beverages, gatherings & travel.
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Our world constantly gets smaller and more integrated, so we need to embrace branding, marketing, sales including the sales funnel & sales process and CRM management as categories of one "marketing" model. This approach changes how we: a)Define our assumptions - we consider the entire process of educating & communicating and earning sustainable business. b)Measure - CPC, CPL, direct sales, indirect sales, and sales funnel results all ultimately look to measure our ability to build and strengthen relationships. c)Experiment - your business needs to build long-term relationships in it's own unique way to build its identity and narrative. d) Learn - the paradox is if you do not start with that approach, you ultimately realize your need to.

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Raj Jain

Co-Founder @ Springbok | MBA in Marketing
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My marketing assumptions are based on SWOT, competitor analysis, brand & product positioning, category size, assortment, business channels and much more.

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How do you prove your marketing assumptions are correct?

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1 Define your assumptions

2 Measure your assumptions

3 Experiment with your assumptions

4 Learn from your assumptions

5 Here’s what else to consider

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