Market Research: Dekker's Complete Marketing Research Course

Explore brand awareness as a key marketing metric, detailing unaided and aided measures, data from Nielsen or surveys you conduct yourself, and tracking purchase intent and seasonality with Excel forecasts.

Learn to measure marketing success beyond platform metrics by integrating CRM and analytics, applying MQL, SQL, and pipeline benchmarks, and smoothing marketing and sales handoffs for real deals.

Adopt a macro view of market research to build a long-term, integrated advertising strategy beyond digital metrics, using audience estimation, budgeting, and cross-channel tests.

Explore customer decision journey research to understand how customers enter the market and make buying decisions, guiding market strategies and customer insights.

Empathize with the customer journey, recognize its non-linear nature, and use content, distribution, advertising, influencers, and timely engagement to acquire customers.

Map the modern customer journey for B2C and B2B—from triggers and initial consideration set to research, purchase, and loyalty—and tailor content to meet buyers where they are.

Apply the customer decision journey to design demand gen content by mapping triggers and paths, using ten demand gen formats (infographics, white papers, webinars, roi calculators) to enable empathetic intercepts.

Explore conversion rate optimization through experiments and AB testing, framed with a unique strategic perspective on how to approach CRO.

Shift conversion rate optimization from simple A/B testing to strategic audience analysis, revealing partners and technical buyers, then provide demos without work emails to engage consultants and developers.

Build a data-driven audience profile from analytics and CRM data, identify disconnects with your assumptions, and refine messaging, imagery, and conversion rate optimization strategies.

Use on-site survey pop-ups, like Hotjar demonstrations, to gather insights from anonymous website visitors with simple surveys or incentives, and complement with qualitative email or phone outreach when possible.

Using built-in surveys and Net Promoter Score, this real-world example shows how customer satisfaction shifts after a critical event, guiding a strategic response to underperforming features to protect conversions.

Avoid fixating on tiny A/B tests; optimize conversion by testing entire email sequences and full website sessions, focusing on macro level changes over isolated assets.

Learn how native lead gen forms on platforms like LinkedIn boost conversion rates without sending users to your website, while balancing volume and lead quality.

Think bigger with dramatic changes to the call to action that prioritize product as the acquisition mechanism: enable immediate product use, even without sign-up, then surface contact info later.

In conversion rate optimization, test targeting, offers, and creative at both micro and macro levels, then pursue ten-x growth through strategic product marketing, partnerships, and refined value propositions.

Focus on crafting compelling offers that drive conversions, test multiple offers such as free trials and demos, emphasize the offer's benefits and urgency to boost ROI.

Reframe conversion rate from a pure visit-to-conversion metric to a time-based measure that tracks how quickly ideal prospects become MKL or SQL through nurturing and CRM insights.

Start with a webinar and a 30-day drip to convert attendees into a free trial, tracking leading indicators in the funnel.

Explore how ungated videos increase funnel reach by reducing friction, and leverage retargeting and video views on LinkedIn to drive education and conversions.

Offer a menu of options on landing pages and emails to boost conversion rates by empowering self-segmentation and giving buyers a choice, not a single CTA.

Use retargeting to boost conversions by offering a menu of options and supporting cross-channel, case studies backed messaging across the marketing funnel.

Identify and proactively address buyer objections across ads, emails, and landing pages to boost conversion rates; gather objections from sales, forums, and crm notes to tailor offers and guarantees.

Avoid gating your content and instead use LinkedIn retargeting to nurture prospects, maximize content consumption, and drive sales conversations and meaningful pipeline without barriers.

Learn how to run AB tests on landing and pricing pages when ad platforms can't track conversions, using Google Optimize and VWO to improve customer lifetime value.

Compare VW's A/B testing tools with heatmaps and recordings for conversion rate optimization, and explore on balance drag-and-drop landing pages with built-in testing, WordPress plugin options, and popups.

Scale conversion rate optimization with statistically significant tests and rapid iteration for startups, and use customer interviews and surveys plus a 30-response rule to guide AB and multivariate tests.

Explore conversion rate optimization software through real examples, from popups and A/B testing to call tracking and SMS campaigns, highlighting triggers, personalization, attribution, and CRM integrations.

Explore pricing page testing as a key driver of conversions, analyze entry pages and landing pages with A/B tests, and simplify pricing using empirically backed tactics and pricing psychology.

Explore the rising role of audio content in marketing, audio search, and conversion rate optimization; test converting blog posts into audio, video, or slide formats to boost engagement and performance.

Explore product led growth in B2B, focusing on PKL and MKL through freemium and free trials, and identify inflection points signaling value.

Adopt social sign-on to reduce boring demographic fields, speed up sign-up, and improve conversion rate optimization, enabling users to log in with Facebook or Google while keeping the process self-explanatory.

Leverage live chat to capture sales qualified leads with rapid, human responses; experiment with prompts, avoid upfront email asks, and tailor messaging by page to boost conversions.

Use conversion rate optimization to target a specific at-risk segment with a customized cancellation flow that highlights what you lose when you cancel and persuades them to stay.

Leverage interactive content to boost conversion rate optimization. Use interactive infographics, assessments, ebooks, quizzes, ROI calculators, and top of funnel assets to increase recall, shareability, and lead generation.

Adopt evidence-based marketing for b2b copywriting using surveys and interviews to prioritize growth. Structure the website around grow, manage, and automate with a data-driven feature order that highlights growth.

Learn to collect B2B survey responses with sentiment, using randomization and attention checks to ensure quality, then analyze sub-segments to inform evidence-based copywriting, marketing strategies, and A/B testing.

Use quantitative surveys to define the B2B value proposition and product positioning, ranking benefits and features, identifying pain points, and segmenting by personas to guide willingness-to-pay decisions.

Diagnose B2B sales pipeline issues from September lead sources; propose focusing on demand generation, brand marketing, content marketing, and partner marketing to strengthen MKL and SQL conversions.

Diagnose why a strong MKL yields few customers by analyzing the marketing to sales handoff, SQL definitions, and funnel bottlenecks; propose faster follow-up and CRM automation as fixes.

Analyze B2B funnels with CRM data, tracking marketing captured leads, marketing engage leads, MKL, and SQL, then apply cohort analysis for conversion rates.

Calculate sales velocity and pipeline velocity in B2B by multiplying opportunities by average deal size and win rate, then dividing by the sales cycle, using CRM data and quarterly figures.

Learn to view LinkedIn advertising as an investment in virality and amplification, tracking viral KPIs such as impressions, clicks, shares, and conversions.

Assess whether LinkedIn ads serve market research by comparing high per-response costs with panel data and survey services like sentiment, and identify scenarios where LinkedIn may still be sensible.

Explore the three classic ways to test ads designed to generate sales: readership reports, coupon returns, and sales generated by sales calls, and learn how these metrics relate to revenue.

Discover the third major type of marketing research: causal research, and learn how it fits into overall market research.

Explore how LinkedIn can be used for empirical marketing research by testing target audiences at the campaign level and evaluating ad-level positioning between benefit and problem to optimize responses.

Gain practical tips for competitive analysis by inspecting competitor ads on Facebook and LinkedIn, analyzing ad content, offers, and media; study case studies, personas, and events to guide campaign direction.

Explore competitive analysis in survey research by asking about feature importance and how competitors deliver value, then map future goals, assumptions, strategy, and capabilities with Porter's framework, brand awareness insights.

Discover a one-page competitor analysis template that highlights four sustainable advantages—switching and search costs, habituation, economies of scale, and government protection—plus marketing strategy, partnerships, value proposition, and positioning.

Organize competitive analysis for product marketing managers by applying three narrowing approaches: specific purpose analysis, competitive advantage, and marketing strategy to tactics; use login optimization examples to document key aspects.

Explore the competitive advantage framework from Competition Demystified and identify two core sources: economies of scale and customer captivity. Estimate scale with traffic, spending, followers, and brand awareness.

Customer captivity is a structural competitive advantage unlocked by search costs, switching costs, and habit formation, and enhanced by customization, dashboards, and long-term contracts.

Explore competitive analysis by mapping the five c's target market and evaluating the value proposition for customers, collaborators, and company, plus seven tactics: price, communication, brand, product, service, incentives, distribution.

Learn how to size markets and demand, and why marketers overemphasize precise targeting and positioning, potentially limiting growth by pursuing markets not large enough to meet financial goals.

Explore how investor marketing centers on the team, market size, and defensible moat across seed to series B funding rounds, with repeatable sales, retention, and measurable credibility.

Drive market sizing to identify big enough markets and guide portfolio decisions, with goals dictating strategies to win the C-suite, investors, and major partners.

Identify market size using investor relations data from publicly listed companies, define the total addressable market, and segment markets with concentric circles to guide strategic decisions.

Size a market using LinkedIn and Facebook ad tools; learn to conservatively estimate TAM by targeting audiences, narrowing with job titles, geography, and exclusions.

Use profit guru to estimate demand and size markets for Amazon products, calculating estimated monthly sales and revenue from a portfolio of SKUs while considering costs and growth impact.

Estimate demand with Google keyword planner by analyzing search volumes for niche and broad solutions, and compare Canada versus global markets to guide targeting strategy.

Learn to critically assess market size and demand by recognizing the limits of public data, private disclosures, and social proof inflated by bots, reviews, and followers.

Size book demand on Amazon using KDSPY by analyzing niche best sellers and keywords to forecast revenue and inform whether Kindle or print formats drive market potential.

Evaluate podcast opportunities with a portfolio mindset, using Listen Notes metrics like listen score and global rank to determine which shows reach the target audience and offer scalable returns.

Discover how to size markets using primary research and panel data, moving from insights to surveys, while avoiding bias and leveraging sentiment panels to reach target segments.

Prioritize absolute numbers over relative metrics when choosing markets. Your goals drive strategy, so a relative market may underperform in absolute terms.

Avoid the uniqueness trap and blue ocean strategy missteps by prioritizing large markets over tiny niches, and piggyback on trends while learning from best sellers to improve your offering.

Scale marketing by safely managing multiple accounts across Facebook, Amazon, Gmail, and Google Ads using antidetect browsers like GoLogin to hide your IP and fingerprint, reducing ban risk.

Explore robust, empirical, and longitudinal research on how brands grow, drawn from Byron Sharp and the Ehrenberg Bass Institute.

Explore Byron Sharp's insights that conventional marketing wisdom is wrong, favoring acquisition and targeting all category buyers to grow market share and achieve economies of scale.

Discover seven rules for brand growth from Byron Sharp, backed by empirical evidence, covering reach, easy buying, memorable assets, consistency, and competitive share of voice.

Byron Sharp's notes emphasize building mental and physical availability through continuous mass advertising, broad reach, and distinctive brand assets, while targeting light buyers and all category buyers; loyalty programs don't.

Explain Byron Sharp's marketing laws, including double jeopardy, the law of buyer moderation, duplication of purchase, and the law of prototypical city, emphasizing broad market share over niches.