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Towards AB testing in guiding a deep-tech startups content marketing strategy
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This thesis explores the suitability of A/B testing to guide a deep-tech start-up’s
content marketing strategy, thereby serving as a practical application of the lean start-up
methodology. It investigates different content formats’ efficacy in achieving GTM-related
objectives such as fostering customer orientation, authenticity, representation, and education.
The research demonstrates that A/B testing can be extended beyond traditional use cases – albeit
with limitations – to provide actionable insights for optimizing one’s content marketing
strategy. Results indicate that leveraging founders’ personal brands and educating customers
through blog posts can significantly enhance and thereby set up a deep-tech start-up’s GTM
strategy for future success.
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A/B testing Start-up Content Marketing strategy