Marketers don’t know anything. Any campaign that has ever run is based on an educated guess. Those involved in marketing use their experience and guesses to establish what they believe is going to be a successful campaign.
When you try and guess at something, you’re not always going to get it right the first time, or even the second or third time either.
Fake it till you make it?
In order to actually “make it”, you have to be really good at the guessing game. But you can make the guessing game work in your favor if you know how to use data from your campaigns to your advantage. That’s why A/B testing has become a necessity for any marketing program. A/B tests give you the ability to leverage the data you receive back on your campaigns in order to make them better, and better, and better.