Outbound marketing experimentation is essential. It enables you to evaluate your different methods and make adjustments based on what’s happening. This usually requires getting a pulse on what campaigns were initially done.
Generally, folks would experiment or run AB tests on messaging, subject lines, or even something as broad as how they’re packaging different things.
This is great, but the thing is, it generally not recorded anywhere. All information is stored in the outbound automation tool, which just has the data.
It wouldn’t have enough information on the learnings, what we should do or do not do in the future, and if there was any bottlenecks or unexpected issues arising during the campaigns.
So how do you organize, keep track and learn the things you need to learn in an effective way? In this post we discuss how to organize outbound marketing experimentation with the use of an experiment ledger.
The experiment ledger is typically on an excel sheet (there are also a few tools out there that can do this). You need to be able to track the specific details of the experiment in order to ensure its success.
For example, you need to be able to track what experiments you have already done, what experiments are coming up in the future, and what success looks like for each.
For instance, an experimentation idea can be going after Director of IT with a certain type of messaging and shooting for a 10% response rate and a 2% meeting rate. Getting into these level of details allows you to know for sure what is working and what is not.
Even though we also want to see our stats on opens and clicks, we also have to place attention on the kinds of responses we are getting, who we are actually engaging, what the specific value proposition used, and determine if there are any learnings there.
All of that will be documented in the experiment ledger. This will allow us to suggest a clear path forward for connecting with prospects, at scale, include nuanced insights gleaned from our various experiments, as well as tailored channel strategies to increase response rates.