The Science Behind Marketing

Effective digital marketing strategies are pivotal for driving businesses forward in today’s eCommerce landscape. In this episode, we have the privilege of hearing from Avi Kumar, the visionary founder, and CEO of KUWARE, Inc., as he shares his fractional CMO strategy for achieving business excellence.

Read on to discover the secrets of conversion rate optimization, leverage the potential of fractional CMOs, expertly vet digital marketing partners, and skyrocket your conversion rates using Avi’s scientific approach to marketing.

You can also watch or listen to our interview with Avi below.

The Science Behind Marketing

In this episode, Avi Kumar, founder and CEO of KUWARE, Inc., shares his fractional CMO strategy for a business that delivers. Gather new insights to grow your business with Avi's scientific approach to marketing.

0:00 Intro
5:50 How Do Brands Vet Digital Marketing Partners?
9:07 Getting a Hesitant Client to Open Up
10:27 Gauging a Client’s Ability to Scale
12:36 Metric Used by a Fractional CMO Firm
15:38 Discussing the Ramp-up and Time Expectations
17:22 When to Outsource Your Marketing
19:30 Boosting Conversion Rates

How to Choose the Perfect Digital Marketing Partner

Selecting the right digital marketing partner is crucial for the success of your business. But what should you look for when vetting potential partners? The key lies in finding a partner who understands your business at its core. Rather than solely assessing their marketing expertise, focus on their business savvy. Look for partners who grasp the essence of your brand, speak your language, and demonstrate a genuine interest in your business goals. By forging a partnership with such a company, you can unlock marketing strategies that are tailor-made for your unique needs.

Scaling for Success: Evaluating Your Growth Potential

Thinking about scaling your business? It’s essential to gauge your readiness for growth. Evaluate critical aspects such as sourcing, production, customer support, and inventory management. This comprehensive analysis ensures that you have the necessary resources and infrastructure in place to accommodate growth. By strategically planning and preparing for expansion, you can confidently scale your business to new heights.

Mastering the Art of Conversion Rate Optimization

In the dynamic world of eCommerce, boosting conversion rates can significantly impact your bottom line. While experienced CRO companies offer comprehensive testing strategies, the real magic happens when you dive into the heart of your business. Understand your unique selling propositions, think like your customers, and explore innovative ideas that align with your brand. Additionally, don’t forget the power of user testing, which provides invaluable insights to refine your CRO strategies further.

When to Outsource Your Marketing

As your business grows, the question of outsourcing your marketing becomes increasingly important. Once you’ve established a strong product-market fit and generated initial sales, it’s time to shift your focus to marketing. By outsourcing your marketing efforts to specialized agencies or experts, you can leverage their expertise while focusing on your core competencies. This collaborative approach allows you to optimize your marketing initiatives and achieve accelerated growth.

Time Expectations and Results

Patience is key when it comes to evaluating the effectiveness of your marketing strategies. While it’s natural to expect results quickly, it’s important to set realistic time expectations. Monitor key indicators and trends within the first few weeks of collaborating with a marketing agency. While significant outcomes may take a few months, early positive trends should be visible within the initial stages. By aligning your expectations and working closely with your agency, you can build a solid foundation for long-term success.

Unlocking the Power of Metrics: Allocating Budgets for Growth

Metrics play a vital role in shaping your marketing strategies. Net margin-based budgeting is a powerful metric to guide your budget allocation decisions. By linking your marketing budget to net margins, you ensure a strategic and sustainable approach to investment. High-growth companies may allocate a substantial portion of net margins (around 80%) to marketing, while other businesses can choose a smaller percentage. This data-driven approach ensures that your marketing budget aligns with your growth objectives and drives tangible results.


The science of eCommerce marketing is a dynamic and ever-evolving landscape. By embracing the wisdom shared by industry experts, you can take your marketing efforts to new heights. From selecting the right partners to optimizing conversion rates and making strategic outsourcing decisions, Avi’s insights are invaluable for growing your business.

To learn more about the science behind marketing, visit and You can also find him on LinkedIn at

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