B2B Marketing Blog

Written by The Mezzanine Group
on July 06, 2010

When scientists conduct research, they always start with a hypothesis. They conduct experiments to prove or refute their hypotheses. They want to prove that something will happen – or won’t - and once they have the answer, they move on to the next experiment.

You can take a page from scientists when you develop your marketing plan. Start with your marketing hypothesis. Do you need to raise awareness of your company, generate leads, drive traffic to a retail location, educate the market that a particular solution (yours!) actually exists? By identifying the ‘problem’ that you are trying to solve, you can then structure your marketing on a specific issue or two. Choose tactics that make sense for that problem (eg if you are trying to generate leads, spending a bunch of money on branding activities isn’t a good idea). You can put measurements in place that will help you gauge if you’re moving in the right direction. You may even find out that your starting hypothesis wasn’t right. But if you start with a hypothesis, put tactics in place to address it, and measure the results, you’re one step closer to having powerful marketing.

You may also like:

Does Everyone Think The Wrong Thing About You? It's Time to Re-Position.

Every company strives to be known and to have a positive reputation. Having a strong and recognized brand is a valuable ...

How Many Times Should You 'Touch' Your Prospect, Without Harassing Them?

Everybody is dealing with information overload these days. The average person in North America gets 5,000 - 30,000 brand...

Three Simple Steps To A Killer Product Launch Plan

If your company has an ambitious marketing plan for the year, which includes the launch of new products that are poised ...