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The not-so-secret challenges of SaaS Marketing: Test, test, test your SaaS Marketing Strategy – are you attracting your ICPs?

SaaS marketers need to understand whether their strategies are effective, but many don’t know how to. Some may be running the wrong tests, or they may not be reading the results correctly—others might not even be testing.

As a result, they may be wasting time and money on marketing that just isn’t effective. Organizations rely on their marketing strategies to attract and convert potential customers. But how can you be sure that your strategy is actually working? The quick answer is test, test, test… but there’s a little more to it.

It’s not just testing – it’s using the right method, understanding the result, and knowing what success or growth looks like. By testing different elements of your marketing strategy, you can see what’s working and what’s not. This will help you to improve your strategy and attract more of your ideal customers (ICPs).

Not buying into the testing hype? It’s well known that testing improves revenue, retention, and growth, and companies including Dell and Amazon prove that fact.

In this article, we will discuss some of the key elements of SaaS marketing that you can test. We will also provide tips on how to run effective tests and interpret the results.

First, let’s talk about the common mistakes SaaS marketers make when testing their marketing campaigns:

What are you testing for? Not having clear goals for your marketing test makes it difficult to measure success. Be intentional in the planning. Ask yourself this question … “What do you want to achieve with this test?” Are you testing messaging, cadence, or creative elements?

It’s important to clearly identify what you are testing and what success looks like. Have a specific goal in mind before you start testing – it’s the foundation of any test and the first step in the process.

Not testing enough variables. There are many angles and parameters when it comes to crafting marketing content. When you’re testing a marketing message or landing page, it’s important to test more than one variable at a time. This will help you to isolate the factors that are most affecting your results.

Not running your tests for long enough. It takes time to collect enough data to get accurate results from a marketing test. If you don’t run your test for long enough, you may not get the full picture. Be realistic with your testing timetables so that your efforts will yield effective results.

Not analyzing your results properly. Once you’ve run your test, it’s important to analyze the results carefully. This includes looking at the click-through rate, conversion rate, and other metrics. When you analyze your results thoroughly, you can glean insights from your marketing campaigns, getting you closer to targeting your ICPs.

Set your strategy on the right path by ensuring that your SaaS marketing strategy is attracting your ICPs You can achieve this by testing your marketing regularly. Let’s discuss some of the different types of marketing tests that you can run:

  • A/B testing: In A/B testing, you compare two different versions of a marketing message, landing page, or email to see which one performs optimally. For example, you could test various aspects, including different headlines, images, or calls to action.
  • Split testing: In split testing, you send different versions of a marketing message to different segments of your audience to see which one performs better. For example, you could test different email subject lines or landing pages for different types of customers.
  • User testing: In user testing or user experience (UX), you observe real users interacting with your website or landing page to see how they use it and what they find confusing or difficult. This type of testing can be very helpful for identifying usability issues that are preventing people from converting.

In addition to running these types of tests, you can also attract your ICPs with your marketing tests by:

  • Targeting the right audience: Make sure your marketing tests target the right audience for your product or service. This means understanding your ICPs’ needs and pain points and creating content that is relevant to them.
  • Using relevant keywords: Use relevant keywords in your marketing tests to attract the right people to your website or landing page. This will help you to rank higher in search results and attract more organic traffic.
  • Creating compelling content: It will engage your target audience and encourage them to take action. This could include blog posts, infographics, videos, or ebooks.

By testing your marketing regularly and using the right tactics, you can ensure that your SaaS marketing strategy is attracting your ICPs and helping you to achieve your business goals.

Taryn Talley

May 3, 2024

By Taryn Talley