Welcome to Episode Two of the What's Working Now podcast, which focuses on experimentation in marketing. We are getting meta in this episode — we're talking about the process of running experiments.

I'm very excited to bring Rebecca Flora to you, who is the digital marketing manager at Network for Good, a certified B Corp that offers a SaaS fundraising and donor management solution for nonprofits. Rebecca and her team have made some changes in their approach to marketing over the last year or so. And this approach has been guided primarily by experimentation. I know you'll come away from this episode with plenty of ideas for your own marketing experiment.

Key Takeaways (7:22) Create a standalone, single moment of consumption. 

The campaign creative helped increase our impressions by 314% month over month. The new creative assets gave us the opportunity to offer a standalone single moment of consumption. What I mean by that is, I was able to start a story and end the story in the platform where prospects were viewing the content, as opposed to starting a story in an ad, and then finishing the story on the landing page. That also resulted in a 69% reduction in our CPM. 

(12:00) Define an experimentation matrix and create a template.

We defined an experimentation matrix that fell in line with the purpose of what we were doing as a collective. And we took that experimentation matrix and we templatized it so that going into every experiment, we used that documentation as our North Star, and did not move away from that at any point. 

(21:33) Identify what’s converting and remove all friction from those user paths.

You have customers because you have a great product. And you've encouraged people to really lean into that. People aren't becoming your customers because it's their last resort, or there isn't any competition out there. So I really encourage SaaS companies to lean into what's working, identify those paths from prospect to customer, and then eliminate all of the friction from those paths.

(23:39) Define the goal of any initiative before launch.

Defining your initiative prior to launch allows you to best understand where your audience exists, which platforms to launch in, and what objectives to use.  Also, this allows us to use certain objectives to build into other objectives. 

Learn more about Rebecca here.

I hope you enjoyed that conversation with Rebecca, and are inspired to try some new things with your own experiments. I was really excited to hear what she had to share about the experimentation matrix and template.

If you like what you heard, I'd be grateful if you'd rate or review the show. You can find show notes with links to the resources we mentioned at https://ideallymarketing.com/saaspodcast/ — just click on Episode 2 there.

Thanks for listening and I'll be back next month with another interview full of ideas and insights. Until then, happy marketing!