Brand to Demand - 5 Tenants of Strategic Digital Marketing

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  • Establish Waterfall Metrics By Segments Sales Revenue GoalsAverage Sales PriceSales Close RatioMarketing Conversion RatioGEOProduct/Solution CategoryNew vs. Existing CustomersSales Division
  • OMTR continues to expand the # of products in the online mktg. suiteWith so many product single product campaigns no longer scalableEXAMPLE: Moved from Single T&T offers with Testing Only Message. Combined T&T/SiteSearch/Merchandising & Recommendations 1 camp. around the borader pain of conversion. In this specific example we focus on why 94% of site’s visitors still do not convert. Move from 1 product to Solution oriented message=SUCCESS 130% increase in responses
  • Take a peak at what the survey looks likeCoversheetExecutive summary & table of contentsExample of an actual questionFirst fully-integrated demand/brand/sales campaign across Omniture.com, PR, eMail, display, blogs, Twitter, Facebook, IR interview, byline, and Salesforce.com25-question surveySurvey questions crafted specifically to build pain solved by our productsSurvey results include best practices to build awareness & heighten need for SearchCenterDynamic real time survey resultsCustomized report to individual by aggregate and industry providing key insights and trends (You, Your Industry, Overall)
  • Take a peak at what the survey looks likeCoversheetExecutive summary & table of contentsExample of an actual questionFirst fully-integrated demand/brand/sales campaign across Omniture.com, PR, eMail, display, blogs, Twitter, Facebook, IR interview, byline, and Salesforce.com25-question surveySurvey questions crafted specifically to build pain solved by our productsSurvey results include best practices to build awareness & heighten need for SearchCenterDynamic real time survey resultsCustomized report to individual by aggregate and industry providing key insights and trends (You, Your Industry, Overall)
  • Take a peak at what the survey looks likeCoversheetExecutive summary & table of contentsExample of an actual questionFirst fully-integrated demand/brand/sales campaign across Omniture.com, PR, eMail, display, blogs, Twitter, Facebook, IR interview, byline, and Salesforce.com25-question surveySurvey questions crafted specifically to build pain solved by our productsSurvey results include best practices to build awareness & heighten need for SearchCenterDynamic real time survey resultsCustomized report to individual by aggregate and industry providing key insights and trends (You, Your Industry, Overall)
  • World’s largest auto manufacturer, retailerWorld’s largest private discount brokerWorld’s 2nd largest airline
  • What’s good for our Customer is Good for Us and directly translates into high return on Marketing Investment.
  • Base Conversion was 0.4%. Combined Testing with Targeting to an Audience of 800 companies, Existing SiteCatalyst customers with high search volumes.-offers,
  • Discover demographic (and behavioral) segments to decide what are key segments for targeting and testing.Omniture Discover, an advanced analytics and segmentation tool, is used to better understand the intersection among marketing campaigns, site content, and Omniture’s audience segments to better devise targeting and testing strategies.
  • Brand to Demand - 5 Tenants of Strategic Digital Marketing

    1. 1. 5 Tenets of Strategic Digital MarketingOmniture Marketing Online Campaign Case Study<br />Mikel Chertudi <br />VP Demand & Online Marketing<br /> Omniture<br />
    2. 2. Handouts - Education<br />
    3. 3.
    4. 4. Omniture<br /><ul><li>Leader in Online Business Optimization
    5. 5. Public Company (NASDAQ: OMTR)
    6. 6. ~$355M+ Revenue in 2009; Over 5,200 customers
    7. 7. Global Reach; 1,200 Employees; 15 Countries</li></ul>COMPANY <br /><ul><li>Media: 5 of top 10
    8. 8. Retail: 6 of top 10
    9. 9. CPG: 7 of top 10</li></ul>INDUSTRY<br />LEADERSHIP<br /><ul><li>Auto: 11 of top 15
    10. 10. Travel: 4 of top 5
    11. 11. Banking: 4 of top 5</li></li></ul><li>Advertising Budgets Not Balanced with Media Consumption<br />
    12. 12. Forecast: US Interactive Marketing Spend ‘09- ‘14<br />
    13. 13. Omniture<br />Closed Loop Dashboard<br />Acquisition<br />Retention<br />Conversion<br />Social Media<br />
    14. 14. 1. SALES ENGAGEMENT PROCESSAlignment Around Sales Goals, Organization, Terminology<br />Marketing View<br />Sales View<br />Sales Metrics for Marketing <br />Meeting Happens<br />Meeting Scheduled<br /># Imps<br /># Deals<br /># Responses<br /> Amt of SalesContribution<br /># SALs<br />#MQLs<br />Amt of Budget<br /># SQLs<br />Average Sales <br />Price<br />Sales Close Rate<br />Pre-Sales <br />Conv. Rate<br />Mktg <br />Conv. Rate<br />
    15. 15. 2. FINANCIAL WATERFALL TARGETSCommit with the Finance & Sales Team % Systematic Review with Sales Management<br />Over 60% of New Sales $ Pipeline is generated through Demand Marketing<br />DIV<br />By Key Business Segments<br />PROD<br />GEO<br />New/Install<br />Impressions<br />Responses<br />“Audit” Key Model Assumptions<br /><ul><li>Sales
    16. 16. Average sales price
    17. 17. Marketing conversion ratio
    18. 18. Sales close ratio
    19. 19. Time-to-Close</li></ul>SALs<br />Deals<br />Revenue<br />
    20. 20. Offer Creation<br /><ul><li>Mktg Guru Webinars
    21. 21. Best Practice Guides
    22. 22. Benchmark Surveys and Reports
    23. 23. Action-Oriented Workbooks</li></ul>3. AUDIENCE- DRIVEN ORGANIZATION<br />Demand Marketing Team<br />Integrated Demand Programs<br /><ul><li>Sales Pipeline Targets
    24. 24. Audience Requirements
    25. 25. Solution Categories</li></ul>Channel Execution<br /><ul><li>Site and Optimization
    26. 26. Targeted Nurture eMails
    27. 27. Search
    28. 28. Display Banners
    29. 29. eMail (internal & external)
    30. 30. Social Networks
    31. 31. Field Events</li></ul>Marketing Ops Execution<br /><ul><li>Database Marketing
    32. 32. Technology Apps (Online Mktg Suite, CRM, Nurturing, Sales Dashboards, etc.)
    33. 33. Database Building and Maintenance
    34. 34. Closed-Loop Reporting</li></li></ul><li>4. ONLINE TECHNOLOGY AUTOMATIONTargeting, Relevance, Productivity, Measurement<br />CMO DASHBOARD<br />Internet<br />Enterprise<br />CRM<br />Kiosks<br />Call Center<br />POS<br />Teller<br />Search<br />Ad Networks<br />Ad Exchange<br />Mobile<br />Video<br />VISITORACQUISITION<br />APPS<br />CONVERSION<br />APPS<br />ONLINEANALYTICS<br />APPS<br />CHANNELANALYTICS<br />APPS<br />OPEN BUSINESS ANALYTICS PLATFORM<br />Data Warehouse and APIs<br />ONLINE MARKETING SUITE<br />
    35. 35. 5. INTEGRATED DEMAND CAMPAIGNS (ISE)Integrated ,Solution-Oriented, Educational : 16 Unique/Quarter<br />Online Acquisition Marketers<br />Online Conversion Marketers<br />CMOs / Marketing Execs<br />Analysts<br />
    36. 36. Omniture Digital Marketing Strategy – Other 4Ps<br /><ul><li>Operations
    37. 37. Educational Conversion
    38. 38. Site: A/B, MVT, & Targeting, Site Search
    39. 39. Search & Media
    40. 40. eMail, Direct Mail, Tele
    41. 41. Nurturing Automation</li></ul>13<br />
    42. 42. Pipeline Opportunities<br />Fueling Sales Growth “In Action”<br />Omniture Marketing Online Campaign Case Study <br />
    43. 43. BrandAwareness<br />Demand to BrandA Philosophy Where the Design Center Is Lead Generation<br />Lead <br />Generation<br />
    44. 44. Integrated Demand Program Management<br /><ul><li>Direct & execute program through Interaction with Sales, Demand, Product Mktg, PR, Creative
    45. 45. Determined Pipeline Sales Goals using key assumptions</li></ul>Demand Marketing Team<br />Program Offer Creation<br />Integrated Demand<br />Program<br />Mgr<br />ChannelExecution<br />Demand Marketing Ops Execution<br />
    46. 46. Integrated Demand Program Management<br /><ul><li>Determined audience / messaging requirements
    47. 47. Segmented database to determine relevant “online marketer” audience size</li></ul>Demand Marketing Team<br />Mark <br />Online Marketer<br />Program Offer Creation<br />Integrated Demand<br />Program<br />Mgr<br />ChannelExecution<br />Jennifer<br />Marketing Exec<br />Demand Marketing Ops Execution<br />David<br />Web Analyst<br />
    48. 48. Role: Online Marketing Manager<br />As Online Marketing Manager, Mark plans and executes go-to-market strategies for the online and interactive channels. Mark plays a key role in the design of the website with a few objectives constantly in mind - represent the brand, increase lead conversion, and prove ROI. Using a variety of channels, including display banners, email offers and search marketing, Mark is responsible for casting a broad, yet targeted net to attract new visitors to the site. Once on the site, Mark is responsible for getting them to provide contact info for additional content, which means that the lead gen process needs to be very relevant. Recently Mark has been charged with lowering the cost of converting leads. He is exploring how to use tactics like targeted email to stay top of mind, rather than having existing prospects deplete his search marketing budget to find their way back to the site. Regardless of the marketing initiative, Mark is responsible for reporting results and make decisions based on the facts, although he is constantly getting pressure to do what his boss the VP of marketing "feels." In fact he is often frustrated that executive suggestions take priority over his other projects, regardless of their "business sense.”<br />Attitudes & Activities<br />For the past 8 years Mark has been focused on his career and still certainly is, but he's experiencing more life balance tension with the recent birth of his second daughter. Balancing his desire to be the best dad possible with paying the mortgage on their new home has Mark consistently thinking about driving results professionally while having quality time at home with the family. Overall, Mark would describe himself as a happy guy who's confident in his career growth prospects as an online marketer - it is the wave of today and the future after all. He and his wife are both educated, have money in the bank, and have started to build a nice investment portfolio for the future. His ideal Saturday is a lazy breakfast with fresh OJ, quickly taking care of a few "honey-do's" like mowing the lawn and then taking the family to a nearby park - both he and his wife towing a child behind their mountain bikes.<br />Media and Publications<br />Mark is an avid reader and likes to read before bed to decompress. It doesn't really matter what he's reading as long as it's not forced email! On his nightstand, next to his iPod full of 90's alternative music, Mark currently has a dog-eared copy of Seth Godin’s most recent book and stacks of a few of his favorite magazines, Fast Company and Wired. He would love to subscribe to others but knows they would just get a quick flip through and recycled. After the kids are put to bed is when he's able to watch a bit of TV. Mark doesn't spend much time with local or national news at night since he gets most of his news via his iPhone. Rather, Mark navigates recorded programs on DVR like a pro selecting unviewed episodes of Heroes. On the weekends, he catches a bit of sporting action on ESPN. At work, Mark knows he must remain well connected with the online marketing world and chooses a variety of online media outlets, including eMarketer, MarketingSherpa, ClickZ, Media Post, DM News.<br />Top 5 Business Pains<br />Professional Events and Affiliations<br />Increasing Conversion Rates through better personalization/ targeting<br />Analyzing and reporting ROAS/campaign performance<br />Inefficient manual processes and huge volumes of data<br />Identifying variances in the business and knowing what actions to take<br />Proving ROI and obtaining more budget<br />DMA/ IAB<br />AdWords Certified<br />Web Analytics Association<br />AdTech / SES<br />Omniture Summit<br />
    49. 49. Mark: Marketing Do’s and Don’ts<br />Key Theme: How to…<br />DO NOT: (Source – MarketingSherpa / Three Deep Marketing)<br />Mark has strong preferences around marketing communication methods. <br />Don't #1. First, the number one rule: Don’t cold call! You’re doing yourself a disservice if you think you’ll get Mark to do business with a phone call. This is his least preferred means of contact. In fact, over 70% of Mark’s peers feel exactly the same way.<br />Don't #2. Mark and 63% of his peers also don’t want to get invited to a large group seminar presentation and demonstration. These are impersonal and he knows that he’ll be getting a sales pitch. <br />Don't #3. Mark and 57% of his peers also don’t want the face to face sales meeting and demo! <br />Where does that leave us?!??!<br />DO: (Source – MarketingSherpa / Three Deep Marketing)<br />Do #1. Today, most online marketers like Mark prefer web-based guides, research, and presentations that help them understand how to do their jobs better. Mark and 87% of his peers would prefer to learn more via a link to a web site with relevant expertise information. Relevance of course is all about illustrating an understanding of what his problems are. First on the list is determining payback on dollars spent.<br />Do #2. Mark and 86% of his peers are also receptive to email – to receive and share information<br />Do #3. In our on-demand world, online marketers like Mark and 75% of his peers prefer to learn more about a product or service offering via on-demand web based “How To…” seminars that can be accessed from any computer. Co-present with a well known and respected online marketing practitioner and soften the sales pitch, and you have a winning recipe.<br />Do #4. When making a marketing technology buying decision, Mark and his peers are most likely to consider return on investment, value based discussion vs. features and functions, and customer success stories.<br />
    50. 50. Contact Discovery Requirements for DB building<br /><ul><li>List acquisition & data append - added 150K additional Marketers
    51. 51. Jigsaw
    52. 52. Hoovers
    53. 53. Zoom Info
    54. 54. InsideView
    55. 55. Contact Discovery:
    56. 56. Sales Build
    57. 57. Catapult Direct
    58. 58. InfoUSA / OneSource
    59. 59. Salesgenie
    60. 60. Melissa Data</li></ul>Demand Marketing Team<br />Mark <br />Online Marketer<br />Program Offer Creation<br />Integrated Demand<br />Program<br />Mgr<br />ChannelExecution<br />Demand Marketing Ops Execution<br />
    61. 61. Program Offer Creation<br />Benchmark Survey<br />Heightens Need<br /><ul><li>Determined best offer and related messaging to engage
    62. 62. Wrote survey questions, best practices, and vetted with Sales and Product Marketing</li></ul>Webinar<br />Best Practices<br />Demand Marketing Team<br />Program Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Success Stories<br />Prove ROI<br />Product Overview<br />Benefits & Features<br />Marketing Operations Execution<br />
    63. 63. Overview – Conversion Benchmark Survey“ISE” Demand Program for Online Marketer Audience<br />Solution Selling Methodology (Qualify>Discover>Negotiate>Close)<br />Educational Value <br />Integrated<br />Benchmark to Industry Peers<br />Benchmark to All Takers<br />Best Practices for Topic – Conversion <br /><ul><li>Personalized from Sales Rep with dynamic, real-time survey results
    64. 64. Integrated Success Stories – Prove ROI
    65. 65. Heightens Need: Oppty Areas</li></ul>Qualify Budget: Insights into Spend<br />Discover Need: Insights into Apps<br />
    66. 66. Closer Look<br />Personalized from their ADM<br />
    67. 67. Survey<br />Benchmark against industry & overall<br />Question heightens need<br />Section Analysis<br />3rd Party Validation<br />Success Story Validation<br />Best Practice reinforces need for automated conversion application<br />Highlights area of opportunity<br />
    68. 68. 5 Key Findings-Supports OMTR Conversion Value Prop<br />47% are spending less than 5 hrs. per week optimizing site conversion<br />80% of respondents do not promote content based on performance metrics<br />Nearly 50% are using manual processes to test promotional content <br />80% of respondents do not serve personalized content to visitors <br />Of those that do target, 72% are targeting manually <br />
    69. 69. Ops Technology Enablement<br />Custom CMS Survey App <br /><ul><li>Created Dynamic Real-Time Results Survey App
    70. 70. Built Mash-up in Salesforce.com
    71. 71. Individual Results accessible via .pdf to Sales
    72. 72. Print on-demand to prospect or sales rep for in-person meeting creation
    73. 73. Call Down Views for Lead Qual. Team </li></ul>Demand Marketing Team<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />“Mash Up”<br />Marketing Operations Execution<br />Call Down View<br />
    74. 74. Scoring Implemented by Ops<br /><ul><li>Build into Lead Scoring Program
    75. 75. Insert prospects into Conversion Survey program based on lead score</li></ul>Demand Marketing Team<br />Lead Scoring<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Do their activities indicate sales-ready behavior?<br />How well do they fit our Ideal Customer Profile?<br />Marketing Operations Execution<br />
    76. 76. Reporting, Tracking & Attribution<br />Demonstrated ROI – $34:1 Pipeline/Mktg $1<br /><ul><li>Closed Loop measurement with Salesforce.com Integration: from ad to close
    77. 77. Compare results among other “offers” and execution channels to optimize marketing portfolio</li></ul>Demand Marketing Team<br />Channel<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Marketing Operations Execution<br />Conversion<br />
    78. 78. Actionable Sales Intelligence<br /><ul><li>5,600+ Enterprise Sales Visitor Alerts/month Globally
    79. 79. Increasing contact ratios up to 100x and increasing opportunities generated by 21x</li></ul>Pipeline Acceleration<br />Demand Marketing Team<br />Whom to Call<br />Real-time Alerts<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />What to Talk About<br />Marketing Operations Execution<br />
    80. 80. Channel Execution<br /><ul><li>Allocate pipeline goals among channels based on historical ROI</li></ul>Demand Marketing Team<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Marketing Operations Execution<br />
    81. 81. Channels – Lead Nurturing<br /><ul><li>Insert prospects into Conversion Survey program based on lead score
    82. 82. Tested Subject Line to Optimize
    83. 83. Sending over thousands of nurture emails:
    84. 84. Persona
    85. 85. Sales Cycle
    86. 86. Solution Interest</li></ul>Demand Marketing Team<br />Dynamic Nurturing<br /><ul><li>Industry
    87. 87. Key Business Requirements
    88. 88. Personalized from Sales Rep</li></ul>Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Marketing Operations Execution<br />Winner<br />+28% lift<br />
    89. 89. Optimizing Online Conversion: Landing Page Best Practices<br />Title<br />Representation of What Getting<br />Exact Description of What Getting<br />Benefit Statement<br />Lead Form Instructions – with additional benefit<br />Detailed Description<br />Lead Form<br />Privacy Statement<br />
    90. 90. Test Landing Pages (i.e. form) <br />
    91. 91. Personalized & Relevant 1:1 Nurturing<br />Chris Swallow<br />
    92. 92. Nurturing Example: Months 1-12<br />High Tech / Conversion Solution Example (1 of 7 Verticals)<br />
    93. 93. Channels<br />Home Page Banners<br /><ul><li>Test and optimize banners on Omniture.com and product login pages
    94. 94. 400% conversion lift via combining segmented behavioral testing in all placements
    95. 95. Used to drive Omniture & Trade events</li></ul>Demand Marketing Team<br />SAAS Product Login Placements<br />Offer Creation <br />Integrated Demand Program<br />ChannelExecution<br />Display Media Buys with Test & Target<br />Marketing Operations Execution<br />e-Mails & Newsletters<br />Event Attendance<br />
    96. 96. Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Demand Marketing Ops Execution<br />And the Rest of Marketing<br />
    97. 97. Press Pick Ups<br />Hundreds of press pick ups<br />Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Demand Marketing Ops Execution<br />
    98. 98. Interviews & Articles<br /><ul><li>4 Interviews with Leading Trade Pubs
    99. 99. Dozens of Articles written regarding the findings</li></ul>Interviews & Articles in Pubs<br />Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Demand Marketing Ops Execution<br />
    100. 100. Social Media<br />Twitter & Tweeting<br /><ul><li>Posted via Social – Blog, Twitter, FaceBook</li></ul>Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Blog<br />Demand Marketing Ops Execution<br />Facebook<br />
    101. 101. Customer Relationship Marketing<br /><ul><li>Secured customer references & testimonials
    102. 102. Secured customer success stories as ROI proof points for survey</li></ul>Customer Success Story<br />Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Demand Marketing Ops Execution<br />
    103. 103. Creative<br />Editing<br /><ul><li>Conducted final editing of benchmark survey findings and best practices
    104. 104. Created all digital and print assets including banners, emails, landing pages, and print layout of final report</li></ul>Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Digital Asset Creation – 100s<br />Demand Marketing Ops Execution<br />
    105. 105. Product Marketing<br />Posted on Sales Portal<br /><ul><li>Collaborated on Survey Questions and Best Practices
    106. 106. Posted on Sales Portal for Sales to Send
    107. 107. Assisted in Training Sales Org</li></ul>Demand Marketing Team<br />Rest of Marketing<br />Corporate Marketing<br />Product Marketing<br />Integrated Demand Program<br />OfferCreation<br />ChannelExecution<br />Contributed to Analysis and BP<br />Demand Marketing Ops Execution<br />
    108. 108. Sales Is Happy, Marketing is GREAT <br />BURP!<br />Results<br /><ul><li> Overachieved pipeline goals
    109. 109. $34 Pipeline Return for every $1invested</li></ul>Sample Pipeline Opportunities<br />Closed Pipeline<br />
    110. 110. Interactive Marketing<br />“Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.” John Deighton, HBS<br />
    111. 111. Questions and Answers<br />Thank You<br />Mikel Chertudi<br />mchertudi@omniture.com<br />801 589-1408<br />
    112. 112. Appendix<br />Demand Marketing Campaign Calendar<br />Highlighted Demand Marketing Models<br />Demand Marketing Online Testing Examples<br />
    113. 113. Demand Waterfall Metrics<br />
    114. 114. 2009 Enterprise and Cross Sell Campaign Calendar <br />
    115. 115. Marketing Activity Hierarchy<br />
    116. 116. Campaign Components<br />
    117. 117. Product Mapping to Demand Type and Buying Cycle<br />Sirius Decisions<br />
    118. 118. Adaptive Planning Model for Sales & Marketing<br />*Sirius Decisions<br />Resource Skew: lead sourcing vs. knowledge<br />
    119. 119. Home Page Targeting: 253%<br />1000% Increase<br />#1: 4.0%<br />#2: 2.62%<br />#5: 1.52%<br />#3: 2.19%<br />#6: 0.75%<br />#7: 0.0%<br />#4: 1.86%<br />Offer Targeting & Testing<br />
    120. 120. Find Segments for Targeting<br />Demographic Segments: <br /><ul><li>Titles: Managers vs. CMOs
    121. 121. Function: Search vs. Email
    122. 122. Verticals: Retail vs. High Tech
    123. 123. GEO: EMEA vs. Americas</li></ul>Behavioral Segments: <br /><ul><li>Visitors: Anonymous vs. Customers
    124. 124. Customers: SiteCatalyst vs SearchCenter</li></li></ul><li>WINNER FOR 4 Months<br />Conversion Rate: 0.33%<br />Impressions: 15,205<br />Conversion Rate: 0.29%<br />Impressions: 15,203<br />Lift: -11.99%<br />Background Color Testing<br />
    125. 125. Title Testing (Webinars)<br />Conversion: 1.14%<br />Lift: 40%<br />Impressions: 22,250<br />Responses: 254<br />Conversion: 0.82%<br />Impressions: 22,250<br />Responses: 182<br />
    126. 126. Original Control<br />+ 400%<br />Call to Action Testing<br />
    127. 127. Creative Treatment Testing<br />Baseline<br />+9%<br />Baseline<br />+24%<br />
    128. 128. Easy Testing Management<br />

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