Survey Shows Majority of Marketers Fail to Test Before Rolling Out B2B Marketing Campaigns

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Mac McIntosh, business-to-business sales lead expert and publisher of Sales Lead Report, today released the results of a survey of marketing professionals that showed that only 24% said they usually or always test their marketing communications tactics before rolling them out.

Mac McIntosh, business-to-business sales lead expert and publisher of Sales Lead Report, today released the results of a survey of marketing professionals that showed that only 24% said they usually or always test their marketing communications tactics before rolling them out.

The survey was completed by 280 of 940 subscribers who received and read a special edition of the enewsletter Sales Lead Report.

When asked if they test marketing communications tactics before rolling them out, less than 5% (4.5%) said they always test; less than 20% (19.5%) said they usually test; 27% reported they occasionally test; nearly 34% (33.7%) said they seldom test; 15% (15.2%) said they never test.

In other words, nearly half of the survey participants (48.9%) said that they seldom or never test marketing communications tactics before rolling out their campaigns.

When asked about the reasons for not testing, more than 50% (50.7%) said they had no time for testing; Almost a quarter of those surveyed (24.8%) said they had no budget for testing; more than 16% (16.3%) said they had no systems for tracking test results; just over 8% (8.2%) said they had no need for testing.

The survey further showed that fewer than 5% (4.6%) said they always test and more than 19% (19.5%) said they usually test marketing communications tactics before rolling them out.

Based on those who do test, a little over 41% (41.1%) percent said the audience was the most important thing to test; Nearly 39% (38.7%) said the offer was the most important thing to test; Almost 15% (14.9%) said the copy was the most important thing to test; Just over 5% (5.38%) said the media was the most important thing to test.

“Successful direct marketers have always touted the value of testing in making the ‘scientific’ decisions they’ve made about their campaigns. In today’s economy, sadly, testing appears to be considered an optional activity — one that is used only for very large campaigns or when prospecting for new audiences,” said McIntosh.

Sales Lead Report is a newsletter for business-to-business sales and marketing professionals, which includes strategies, tactics, tips and techniques related to demand generation and business development. More than 4,500 of its 14,000 subscribers regularly receive the newsletter’s e-version, which is sent to subscribers approximately eight times a year. The balance receives a printed edition approximately once each quarter.

Mac McIntosh Inc., the Business-to-Business Sales Lead Experts™, is a sales and marketing consulting company located in North Kingstown, Rhode Island. For more information, please visit http://www.salesleadexperts.com.

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