#34 - Your team is running tests. But are they running the right ones — and do they actually know what they're trying to learn? Most B2B marketing teams test without a clear hypothesis, report on campaigns without asking why results were what they were, and scale pilots that were never designed to produce conclusive reads.
Sarah Renner, VP of Marketing Strategy and Analytics at MarketBridge, has spent 20+ years at the intersection of data strategy and go-to-market experimentation — helping B2B companies replace opinion-driven decisions with evidence-based growth models. In this episode, she shares the go-to-market science framework her team has built, why most B2B experimentation fails before it starts, and what it actually takes to build a testing program that produces results you can act on.
What we cover:
The 3-part go-to-market science framework: data-backed, hypothesis-driven, and reproducible — and where most teams fall down
Why "did this campaign work?" is not a hypothesis — and what real hypothesis-driven testing looks like
The experimentation factory: how to pick the right tests for B2B's long sales cycles and small transaction volumes
Incrementality testing in practice — including a real-world example using a podcast as the marketing channel
Why your test result will almost never translate 1:1 at scale — and how to set C-suite expectations before you roll out
What's actually working in B2B marketing right now: quality over volume, offline custom audiences, and why you should be skeptical of any platform that won't show you the data
AI's role (and limits) in marketing analytics — and the free data science packages worth knowing about
Chapter Markers:
(00:00) Sarah's Background and MarketBridge
(05:30) Go-to-Market Science: The 3-Part Framework
If this episode shifted how you think about experimentation, measurement, or go-to-market strategy, share it with a marketing or revenue leader on your team. And follow Growth Activated on Apple Podcasts or Spotify so you never miss an episode.
Let’s Keep the Conversation Going! Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business.
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