Wednesday Wisdom: The Significance of Variability Testing in B2B Marketing (An Article)

saraboostani

Happy Wednesday (Wisdom)!

We have a new read for you today!

The Significance of Variability Testing in B2B Marketing is all about our pursuit to understand what drives inconsistencies in outcomes - what we refer to as variability in the sciences.

Variability is all around us in everyday life and in business. Businesses invest significant resources in their marketing and selling efforts, but there are often a wide range of outcomes. We might ask,

• Why do some marketing campaigns yield stellar results while others fall flat, even when using tactics that are known to produce good results?
• Why do close rates fluctuate even with a seasoned sales team?
• Why do some BDRs outshine their peers, even when using the same sales process and tools?

Through variability analysis, we can do the math to pinpoint the factors that drive these fluctuations. It's what we spend a lot of time doing here at 6sense Research 😊.

In this 6-minute read we explore the concept of variability in data analysis and how 6sense Research uses it to understand the complex realities that arise in the B2B market on a daily basis.

https://6sense.com/research/the-significance-of-variability-testing-in-b2b-marketing/

@Kerry

Kerry

We may not think about it this way, but long before we ace "which thing is not like the others" on Sesame Street, we are constantly looking for differences in the world, and endlessly speculating about the sources and causes of these differences. Well, that's what researchers are all about, only we say we are trying to understand variability. Is one thing really different from another? And if so, why? Sara has a great take on it in this piece.