Top Takeaways from Lead Gen Summit 2013
A MarketingSherpa quick recap with Daniel Burstein and Pamela Markey
About Lead Gen Summit 2013
Marketers just like you.
See Daniel Burstein, Director of
Editorial Content, and Pamela
Markey, Senior Director of
Marketing, MECLABS, discuss the
...
Join the conversation!

#SherpaWebinar
Speakers

Pamela Markey

Daniel Burstein

Senior Director of Marketing
MECLABS
@PamelaMarkey

Director of Editorial Conten...
Related Resources
•

MarketingSherpa Lead Gen Summit 2013 Wrap-Up: Top 7 lead capture,
qualification and nurturing takeawa...
What we learned…

A human voice is more powerful
than a marketing push.

Keith Lincoln
VP Marketing
SmartBear Software
Sample Email

Product
Download –
Thank You

“If you ever get sick of hearing from us, you can opt out.”

2.3% opt-out rate
A/B Testing: Example “Marketing” v. “Rep” Emails

Marketing Email
“Below is an email our marketing department sent out
about the promotion (we asked if they could tone down
the “marketing ...
A/B Testing: Example “Marketing” v. “Rep” Emails
Rep Email

Here is the link for more info:

http://www2.smartbear.com/201...
Marketing vs. Reps % Click
6.0%

Email A MKTG

4.9%

5.0%

Email B REPS

3.8%

4.0%

3.6%

3.0%

3.0%
2.1%

2.0%

2.0%

1....
What we learned…

Don’t guess. Test. Know.

Kyle Foster
Research Manager
MECLABS
Live Experiment: Hypotheses
Hypothesis A
• By offering prospects a choice between three incentive options, we will
add to ...
Incentives
Incentive Selection
30%
27%

Control Incentive
Lead Generation QG

25%

20%

19%
17%

Additional Incentive #1
E...
Form Selections
Form Fields

Number of Form Fields
35%
30%

22%
44%

One Additional Form
Field

22%

20%
Two Additional Fo...
Live Experiment: Control
Live Experiment: Treatment Overview
Treatment 1

Treatment 2
Your Predicted Winner
Treatment 1
Predicted Winner
70%

64%

60%
50%

Treatment 1
Screen Shot

40%
30%
20%

20%

16%

10%
...
Live Experiment : Current Results
Control

Treatment 1

Versions

Treatment2

CR

Rel. Diff

Stat. Conf

Control – Single ...
What did we learn?
Live Experiment: Control vs. Treatment 1
Learning: A choice of incentive does not increase perceived value.
Control: Singl...
Live Experiment: Incentive Choice Results
Content Marketing

18%

Email Marketing

18%

Lead Gen

0.0%

64%

10.0%

20.0%
...
Live Experiment: Control vs. Treatment 2
Learning: The perceived value does not outweigh the perceived cost.
Control: Sing...
Live Experiment: Treatment 1 vs. Treatment 2
Learning: The additional Job Title field reduced Lead Gen Rate by 11%.
T1: Ch...
Dr. Flint McGlaughlin

Dr. Noah Goldstein

28

Dr. Dan Ariely
Learn More About Modern Marketing
and Marketing Automation!

 Request a demo or ask a question at sales@eloqua.com

or +1...
Your value prop should tell your
customers how you can serve them,
or how you can’t serve them.

Jon Ciampi
VP Marketing, ...
Experiment #1: Landing page test
Experiment ID: Southern Indiana Clinic
Testing Phase: Value Proposition
Research Notes:
B...
Experiment #1: Control
Experiment #1: Control
Bad stock
photos
Bad
sequencing

Bad
navigation
and friction

Bad CTA,
lots of
anxiety
Experiment #1:
Treatment
Control
Experiment #1: Treatment
Experiment #1: Treatment
Less
anxiety

Credibility

Sequencing
of
information
Experiment #1: Treatment

“This doesn’t fit
my schedule.”
“Not a private
Dr.’s office”
Experiment #1: Results

Design

Inq/Click

Control – Previous Landing Page

4.56%

Treatment – Optimized Page

5.45%

Rela...
Experiment #1: Results, revisited
66% Increase in Admits per Click
Although the inquiries per click were only up 19%
Desig...
PPC Ads
Sierra Tucson (Value Proposition)
Experiment ID: Sierra Tucson
Testing Phase: Value Proposition
Research Notes:
Ba...
Branded PPC
Control
Sierra Tucson Care Center
Considered a Top Recovery Clinic
Get a Free Assessment. Call Now!

Treatment...
Non-Branded PPC
Control
AZ Alcohol Detox Facility
Exclusive, Luxury Rehab Facility.
1 Clinical Staff Per 3 Patients.

Trea...
PPC Ads: Results
14,000 % Increase in CTR for Branded Ads
3,300 % Increase in CTR for Non-branded Ads
Design

Branded PPC
...
What we learned…

Make it as easy as possible for your
visitors to convert.

Jacob Baldwin
Search Engine Marketing Manager...
Background
Experiment ID: One Call Now Free Trial Signup Process Test
Location: Homepage
Test Protocol: TP0004
Research No...
Homepage
Free Trial Sign-ups
Original:
• Four-step sign-up process
• Word “checkout” to proceed
with free trial?
• If we’re not ask...
Free Trial Sign-ups
Treatment:
• Four-step sign-up process
shortened to a single page
• “Checkout” language
changed to “St...
Results
55.3% Increase in Lead Capture
By shortening the sign-up process and changing the language in the
CTA, we were abl...
It’s not what you’re marketing, it’s
how you’re marketing.

Joe Pulizzi
Founder
Content Marketing Institute
Content Marketing Funnel
The Messy Middle
Forgotten Strategies

Define the Outcome
Help Engineers Answer the Most
Challenging Industrial Solder
Questions
Create a Content Marketing
Mission Statement
Why?
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resou...
Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resou...
Forgotten Strategies

Find the Bigger Story
We have nothing to talk about that
#5willFind the Bigger Story
– engage our customers.
Doing your keyword research
pays off.

Marie Weise
Founder and President
Marketing CoPilot Inc.
Experiment #1: Keyword Strategy as Lead
Nurturing Tool
Experiment ID: Grantek.com
Location: Toronto, Ontario
Test Protocol...
Testing Keywords: Sales team suggested

Manufacturing
electrical energy
consumption

CPU data

Manufacturing
infrastructur...
Testing Keywords: Sales team suggested CTR

Manufacturing
electrical energy
consumption

CPU data

6.95%

5.9%

Manufactur...
Testing Keywords: Keyword strategy and data
analysis driven
Machine guarding

Manufacturing
information
technology

Machin...
Testing Keywords: Keyword strategy and data
analysis driven CTR
Machine guarding

Machine safety

Plant safety

Manufactur...
Learn from your customers.

Erik Matlick
CEO
Madison Logic
Case Study: Global provider of enterprise cloud
services
Experiment ID: Cost-per-Lead: Intent vs. Filters
Testing Phase: L...
Filtered Campaign*

Non-Filtered Campaign*

Compared

Titles

Senior Management
Executive Management CIO/CTO/CSO
IT Depart...
Global provider of enterprise cloud services
Filtered Campaign*

Non-Filtered Campaign*

Compared

The non-filtered campai...
Results: Global provider of enterprise cloud
services
35% Increase in Leads Generated
with a 52% reduction in cost-per-lea...
What we learned…

Understand your buyers and their
buying cycle so you know which
responses are and are not leads.

Shelby...
Before and after funnel
Before

After
eLearning Play

“One-off strategy”

Marketing Play

“Best Practices” or
“Solution” w...
After funnel
eLearning Play

Marketing Play

“Best Practices” or “Solution”
webinar

“Product” webinar
Competitive
compari...
Old and new titles
Old Titles
Next Generation Web Conferencing

Introduction to Acrobat
Connect Pro
Web Conferencing Tips ...
Old and new titles
Old Titles

2013 Titles

75% increase in Open Rate
From Blah to Aha:
120% increase in Clickthrough Rate...
Thank you!
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey

Daniel Burstein
Director of Editorial Content...
See Daniel Burstein, Director of
Editorial Content, and Pamela
Markey, Senior Director of
Marketing, MECLABS, discuss the
...
Best in Show: Top takeaways from Lead Gen Summit 2013
Best in Show: Top takeaways from Lead Gen Summit 2013
Best in Show: Top takeaways from Lead Gen Summit 2013
Best in Show: Top takeaways from Lead Gen Summit 2013
Best in Show: Top takeaways from Lead Gen Summit 2013
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Best in Show: Top takeaways from Lead Gen Summit 2013

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You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco.

Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification.

This presentation has been made possible thanks to Oracle Eloqua.

See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit

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Best in Show: Top takeaways from Lead Gen Summit 2013

  1. 1. Top Takeaways from Lead Gen Summit 2013 A MarketingSherpa quick recap with Daniel Burstein and Pamela Markey
  2. 2. About Lead Gen Summit 2013
  3. 3. Marketers just like you.
  4. 4. See Daniel Burstein, Director of Editorial Content, and Pamela Markey, Senior Director of Marketing, MECLABS, discuss the top takeaways from Lead Gen Summit and answers questions from the audience! Click here! Access other webinars
  5. 5. Join the conversation! #SherpaWebinar
  6. 6. Speakers Pamela Markey Daniel Burstein Senior Director of Marketing MECLABS @PamelaMarkey Director of Editorial Content MECLABS @DanielBurstein
  7. 7. Related Resources • MarketingSherpa Lead Gen Summit 2013 Wrap-Up: Top 7 lead capture, qualification and nurturing takeaways • Landing Page Optimization: How CRC Health transformed decision-making across 140 sites • Marketing Automation: 200% increase in lead volume for software company after implementation • Lead Generation: Capturing more leads with clear value prop communication
  8. 8. What we learned… A human voice is more powerful than a marketing push. Keith Lincoln VP Marketing SmartBear Software
  9. 9. Sample Email Product Download – Thank You “If you ever get sick of hearing from us, you can opt out.” 2.3% opt-out rate
  10. 10. A/B Testing: Example “Marketing” v. “Rep” Emails Marketing Email
  11. 11. “Below is an email our marketing department sent out about the promotion (we asked if they could tone down the “marketing fluff” for this one … it seems they took it to heart :) ) ”
  12. 12. A/B Testing: Example “Marketing” v. “Rep” Emails Rep Email Here is the link for more info: http://www2.smartbear.com/2013Q1-Promo-Testing.html
  13. 13. Marketing vs. Reps % Click 6.0% Email A MKTG 4.9% 5.0% Email B REPS 3.8% 4.0% 3.6% 3.0% 3.0% 2.1% 2.0% 2.0% 1.7% 1.2% 1.2% 1.0% 2.6% 2.5% 2.4% 0.9% 1.0% 1.1% 1.2% 1.3% 1.3% 0.8% 0.5% 0.0% Testing NA Prospects Testing NA Customers API NA Prospects API NA Customers Performance Performance Dev NA Dev NA NA Prospects NA Customers Prospects (NO Prospects (NO BULL) BUGS) Dev NA Prospects (BOTH) Dev NA Customers (NO BULL)
  14. 14. What we learned… Don’t guess. Test. Know. Kyle Foster Research Manager MECLABS
  15. 15. Live Experiment: Hypotheses Hypothesis A • By offering prospects a choice between three incentive options, we will add to the perceived value of the offer and increase the lead gen rate. Hypothesis B • By increasing the perceived value with the additional incentive options, we can collect additional information without negatively impacting the overall lead gen rate. Research Question • Which incentive approach is more effective for generating leads?
  16. 16. Incentives Incentive Selection 30% 27% Control Incentive Lead Generation QG 25% 20% 19% 17% Additional Incentive #1 Email Marketing QG 14% 15% 10% 10% 7% 5% 5% 3% 0% Strategy and Planning Search Marketing Content Online Testing Event Marketing Marketing Mobile Marketing Email Marketing Lead Generation Additional Incentive #2 Content Marketing QG
  17. 17. Form Selections Form Fields Number of Form Fields 35% 30% 22% 44% One Additional Form Field 22% 20% Two Additional Form Field 34% 25% 32% 30% Three Additional Form Field 15% 10% 10% 7% 5% 0% Phone Number Number of Fields Chosen: 1 Form Field Chosen: Job Title Company Industry Job Title Company Size
  18. 18. Live Experiment: Control
  19. 19. Live Experiment: Treatment Overview Treatment 1 Treatment 2
  20. 20. Your Predicted Winner Treatment 1 Predicted Winner 70% 64% 60% 50% Treatment 1 Screen Shot 40% 30% 20% 20% 16% 10% 0% Control Treatment 1 Treatment 2
  21. 21. Live Experiment : Current Results Control Treatment 1 Versions Treatment2 CR Rel. Diff Stat. Conf Control – Single Offer, Short Form 58% -- --- Treatment 1 – Choice of Offer, Short Form 57% -1.3% 31% Treatment 2 – Choice of Offer, Long Form 51% -11.9% 99%
  22. 22. What did we learn?
  23. 23. Live Experiment: Control vs. Treatment 1 Learning: A choice of incentive does not increase perceived value. Control: Single Offer, Short Form *Incentives were chosen by the audience T1: Choice of Offer, Short Form
  24. 24. Live Experiment: Incentive Choice Results Content Marketing 18% Email Marketing 18% Lead Gen 0.0% 64% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
  25. 25. Live Experiment: Control vs. Treatment 2 Learning: The perceived value does not outweigh the perceived cost. Control: Single Offer, Short Form *Form fields were chosen by the audience T2: Choice of Offer, Long Form
  26. 26. Live Experiment: Treatment 1 vs. Treatment 2 Learning: The additional Job Title field reduced Lead Gen Rate by 11%. T1: Choice of Offer, Short Form *Form fields were chosen by the audience T2: Choice of Offer, Long Form
  27. 27. Dr. Flint McGlaughlin Dr. Noah Goldstein 28 Dr. Dan Ariely
  28. 28. Learn More About Modern Marketing and Marketing Automation!  Request a demo or ask a question at sales@eloqua.com or +1-866-327-8764  Visit us a www.eloqua.com  Join the conversation on our Topliners community site  Connect with us on LinkedIn, Facebook, or Twitter  Read our It’s All About the Revenue Blog 29 Copyright © 2013, Oracle and/or its affiliates. All rights reserved.
  29. 29. Your value prop should tell your customers how you can serve them, or how you can’t serve them. Jon Ciampi VP Marketing, Business Development & Corporate Development CRC Health
  30. 30. Experiment #1: Landing page test Experiment ID: Southern Indiana Clinic Testing Phase: Value Proposition Research Notes: Background: An opiate treatment facility. Objective: To increase lead generation. Primary Research Question: Which landing page will generate the most leads? Test Design: A/B split test
  31. 31. Experiment #1: Control
  32. 32. Experiment #1: Control Bad stock photos Bad sequencing Bad navigation and friction Bad CTA, lots of anxiety
  33. 33. Experiment #1: Treatment Control
  34. 34. Experiment #1: Treatment
  35. 35. Experiment #1: Treatment Less anxiety Credibility Sequencing of information
  36. 36. Experiment #1: Treatment “This doesn’t fit my schedule.” “Not a private Dr.’s office”
  37. 37. Experiment #1: Results Design Inq/Click Control – Previous Landing Page 4.56% Treatment – Optimized Page 5.45% Relative Difference 19%
  38. 38. Experiment #1: Results, revisited 66% Increase in Admits per Click Although the inquiries per click were only up 19% Design Inq/Click Admits/Click Control – Previous Landing Page 4.56% 0.74% Treatment – Optimized Page 5.45% 1.24% Relative Difference 19% 66% ! The value proposition became more exclusive
  39. 39. PPC Ads Sierra Tucson (Value Proposition) Experiment ID: Sierra Tucson Testing Phase: Value Proposition Research Notes: Background: An addiction and mental health rehabilitation facility. Objective: To increase clickthrough rate. Primary Research Question: Which PPC ad will obtain the most clickthroughs? Test Design: A/B split test
  40. 40. Branded PPC Control Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now! Treatment Sierra Tucson Care Center Considered a Top Depression Clinic. Traditional & Alternative Therapies Company Logic We have the most doctors, therefore we have the best care. Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.
  41. 41. Non-Branded PPC Control AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients. Treatment AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies Company Logic We have the most doctors, therefore we have the best care. Customer Logic I am afraid to send my husband away to someone who will not care for him like I will.
  42. 42. PPC Ads: Results 14,000 % Increase in CTR for Branded Ads 3,300 % Increase in CTR for Non-branded Ads Design Branded PPC Non-Branded PPC Control – Focus on Luxury 0.31% 0.13% Treatment – Focus on Value Prop 44.2% 4.41% 14,000% 3,300% Relative Difference ! Focus on sequencing and where your customer is in the funnel
  43. 43. What we learned… Make it as easy as possible for your visitors to convert. Jacob Baldwin Search Engine Marketing Manager One Call Now
  44. 44. Background Experiment ID: One Call Now Free Trial Signup Process Test Location: Homepage Test Protocol: TP0004 Research Notes: Background: The pagination of free trial sign-up process creates too much friction. Objective: To increase free trial lead capture rate. Primary Research Question: Which version of our free trial sign-up process will produce higher lead capture rates? Test Design: Before and after optimization test to assess whether or not a two-step sign-up process creates less friction/anxiety as the 4-step sign-up process.
  45. 45. Homepage
  46. 46. Free Trial Sign-ups Original: • Four-step sign-up process • Word “checkout” to proceed with free trial? • If we’re not asking for any credit card info, why are there dollar signs ($) on this page?
  47. 47. Free Trial Sign-ups Treatment: • Four-step sign-up process shortened to a single page • “Checkout” language changed to “Start Free Trial” • Removed $ signs
  48. 48. Results 55.3% Increase in Lead Capture By shortening the sign-up process and changing the language in the CTA, we were able to see significant lead gen increases from our free trial form. Experiment 4 Free Trial Sign-up Process Optimization ! Control Treatment 15.65% 24.3% %∆ +55.3% Reduce Friction: Don’t make your visitors work unnecessarily hard to convert.
  49. 49. It’s not what you’re marketing, it’s how you’re marketing. Joe Pulizzi Founder Content Marketing Institute
  50. 50. Content Marketing Funnel The Messy Middle
  51. 51. Forgotten Strategies Define the Outcome
  52. 52. Help Engineers Answer the Most Challenging Industrial Solder Questions
  53. 53. Create a Content Marketing Mission Statement
  54. 54. Why?
  55. 55. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. Why?
  56. 56. Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses. Why? 1. Core target audience 2. What will be delivered 3. The outcome for the audience
  57. 57. Forgotten Strategies Find the Bigger Story
  58. 58. We have nothing to talk about that #5willFind the Bigger Story – engage our customers.
  59. 59. Doing your keyword research pays off. Marie Weise Founder and President Marketing CoPilot Inc.
  60. 60. Experiment #1: Keyword Strategy as Lead Nurturing Tool Experiment ID: Grantek.com Location: Toronto, Ontario Test Protocol: Increase returning visitors and conversions Research Notes: Background: North American B2B systems integration company. Objective: Create a keyword strategy to support lead nurturing. Primary Research Question: Can we use a keyword strategy to improve engagement and conversion?
  61. 61. Testing Keywords: Sales team suggested Manufacturing electrical energy consumption CPU data Manufacturing infrastructure
  62. 62. Testing Keywords: Sales team suggested CTR Manufacturing electrical energy consumption CPU data 6.95% 5.9% Manufacturing infrastructure 7.7%
  63. 63. Testing Keywords: Keyword strategy and data analysis driven Machine guarding Manufacturing information technology Machine safety Manufacturing data Plant safety Access and control [technology] Manufacturing cloud
  64. 64. Testing Keywords: Keyword strategy and data analysis driven CTR Machine guarding Machine safety Plant safety Manufacturing cloud 11.5% 10.6% 11.0% 10.3% Manufacturing information technology Manufacturing data Access and control [technology] 13.5% 19.1% 16.2%
  65. 65. Learn from your customers. Erik Matlick CEO Madison Logic
  66. 66. Case Study: Global provider of enterprise cloud services Experiment ID: Cost-per-Lead: Intent vs. Filters Testing Phase: Lead Generation Research Notes: Background: A data company promoted a white paper associated with the following topics: Business Analytics, Analytics Applications, Cloud Computing, Risk Management, Analytical Applications, Business Technology, Security Policies, Application Security. Objective: Determine if strict filters for job titles are necessary for lead volume. Primary Research Question: Which form will provide high-quality leads at a low cost? Test Design: A/B split test
  67. 67. Filtered Campaign* Non-Filtered Campaign* Compared Titles Senior Management Executive Management CIO/CTO/CSO IT Department Manager Technology Director Network Systems Administrator Developmental Project Management Systems Analyst Software/Tech Engineer/Developers Other IT/IS Tech Professional N/A 80% match in job titles CPL $42.00 $20.00 -52% *Both campaigns were filtered for companies of 250+, with matched results
  68. 68. Global provider of enterprise cloud services Filtered Campaign* Non-Filtered Campaign* Compared The non-filtered campaign generated 80% match in intent-qualified leads from 6 additional Titles n/a job titles job titles that were originally restricted by the filtered campaign. -52% CPL $42.00 $20.00 Senior Management Executive Management CIO/CTO/CSO IT Department Manager Technology Director Network Systems Administrator Developmental Project Management Systems Analyst Software/Tech Engineer/Developers Other IT/IS Tech Professional *Both campaigns were filtered for companies of 250+
  69. 69. Results: Global provider of enterprise cloud services 35% Increase in Leads Generated with a 52% reduction in cost-per-lead Design Leads Generated Cost/Lead Control – Strict filters for job titles 375 $42 Treatment – No filters for job titles 506 $20 Relative Difference 35% -52% ! There was 4x greater campaign reach with the treatment
  70. 70. What we learned… Understand your buyers and their buying cycle so you know which responses are and are not leads. Shelby Britton Senior Product Marketing Manager Adobe Systems
  71. 71. Before and after funnel Before After eLearning Play “One-off strategy” Marketing Play “Best Practices” or “Solution” webinar “Product” webinar Competitive comparison Trial/ training webinars
  72. 72. After funnel eLearning Play Marketing Play “Best Practices” or “Solution” webinar “Product” webinar Competitive comparison Trial/ training webinars
  73. 73. Old and new titles Old Titles Next Generation Web Conferencing Introduction to Acrobat Connect Pro Web Conferencing Tips for Training and Education 2013 Titles How to be a Great Webinar Moderator From Blah to Aha: Engaging Learners in the Virtual Classroom Creating Engaging and Fun Virtual Learning
  74. 74. Old and new titles Old Titles 2013 Titles 75% increase in Open Rate From Blah to Aha: 120% increase in Clickthrough Rate Introduction to Acrobat Engaging Learners in the Connect Pro From the overall new Virtual Classroom promo strategy Next Generation Web Conferencing Web Conferencing Tips for Training and Education How to be a Great Webinar Moderator Creating Engaging and Fun Virtual Learning
  75. 75. Thank you! Pamela Markey Senior Director of Marketing MECLABS @PamelaMarkey Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein
  76. 76. See Daniel Burstein, Director of Editorial Content, and Pamela Markey, Senior Director of Marketing, MECLABS, discuss the top takeaways from Lead Gen Summit and answers questions from the audience! Click here! Access other webinars
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