Build a Demand Generation Marketing Campaign

At a Glance

Fast feedback ensures you are creating a campaign that communicates the key points and is understood by your target audience. The UserTesting Platform has a variety of tools that can help you build an effective marketing campaign.

 

Launching a campaign that is not received well by your target audience can be a disaster. Therefore, collect feedback throughout the steps of building and launching your campaign so that you can be confident in its success.

When building your marketing campaign, follow the steps below to collect feedback via the UserTesting Platform. And throughout the process, remember to leverage the Template Gallery in the Platform to find the templates that work for you, such as Ad testing, Brand imagery evaluation, Brand perception interview, and Messaging comprehension.

Ideate Create Manage Distribute Optimize
         
Understand needs, the landscape, attitudes, and behaviors Brainstorm, plan, test, design, test the asset Go/No-Go approval, administrative planning Share with audience, capture and review analytics, test to inform analytics Review performance, share findings, continuously improve

 

Ideate

Conduct discovery interviews to gain a deeper understanding of the audience you are targeting with the campaign. Understand their attitudes towards the topic, as well as their expectations. Run an unmoderated interview or leverage Live Conversation to have more in-depth 1:1 conversations with people.

Create

As soon as you have concept ideas, get feedback on those ideas before you put too much work into making them perfect. You can get feedback on any kind of asset with the UserTesting Platform: a video, an image, messaging, or a mock-up of a microsite.

Compare multiple concepts using the Balanced Comparison feature to help you decide which concept to build out more completely.

Ask questions that help you understand:

  • Which image is most trustworthy and compelling?
  • What message did the ad convey?
  • How well do customers understand the vocabulary we use?
  • How effectively are we communicating who we are and why this offering is special?

When testing your marketing copy:

Manage

Include a UserTesting test as part of your Go/No-Go decision-making process. Use metrics questions and measure the success of the campaign against your established benchmark criteria before launching.

Distribute

Once you launch, review the analytics for your campaign. Launch UserTesting tests to gain deeper insight into the data you are seeing—especially any metrics that are different than you expected. Learn more about how your analytics numbers and narratives gained from UserTesting tests fit together.

Optimize

Share the results with key stakeholders from cross-functional teams. Create a highlight reel that illustrates how people are experiencing the campaign.

Continue to review analytics for your campaign to determine if it had the desired effects on your audience’s understanding, attitudes, and behaviors. Measure your campaign against the benchmarks again to ensure the launched campaign is achieving the metrics you had established. Identify the next evolution of the campaign and return to the Ideate step to start the process again.

 

Learn More

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