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
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
Increase Open Rates by Sending at the Best TimeReturn Path
When is the best time for your customers to receive your email? When they are in their inbox.
Return Path’s Send Time Optimization helps you accomplish this by pinpointing the best time to connect with each individual on your subscriber list -- and easily segments your list accordingly.
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
How Many Columns Should I Use? How using the best page layout led to a 681% r...MarketingExperiments
Think for a few seconds about a page or email you manage. How many columns does it have? Do you know whether that is the optimal number? If you do know, have you tested it? What if you could improve the performance of the piece by adding or removing columns?
In our next clinic we’ll be drawing on about 15 years of research on optimizing columns and layout for the web to help you discover the best way to layout your page or email.
Some of the questions we are planning on answering are:
• What is the optimal number of columns for a page?
• How should I weight columns on the page?
• Which is better, a right sidebar or left sidebar?
Net Promoter Score - A 10 Slide IntroductionGenroe
We talk to lots of people about Net Promoter Score and there are many mis-conceptions about it. So we put together this brief introduction to answer the questions we hear most often.
At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.
Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.
They'll cover the top takeaways from Summit to help you:
∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance
Increase Open Rates by Sending at the Best TimeReturn Path
When is the best time for your customers to receive your email? When they are in their inbox.
Return Path’s Send Time Optimization helps you accomplish this by pinpointing the best time to connect with each individual on your subscriber list -- and easily segments your list accordingly.
Subject Lines that Convert: A review of 100+ successful subject lines reveals...MarketingExperiments
Subject lines have a huge impact on marketing success. Yet, what busy marketer has the time to really focus on the cognitive psychology behind a 75-character subject line?
In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will share what an analysis of more than 100 successful subject lines reveal about how people choose to open an email. You will learn the common traits of the most successful email subject line as well as the most common mistakes.
Specifically, we will address the following common questions related to subject lines:
• What makes a subject line engaging?
• What factors make a subject line more likely to be deleted?
• How do we express value through so few characters?
• How long/short should subject lines be?
How Many Columns Should I Use? How using the best page layout led to a 681% r...MarketingExperiments
Think for a few seconds about a page or email you manage. How many columns does it have? Do you know whether that is the optimal number? If you do know, have you tested it? What if you could improve the performance of the piece by adding or removing columns?
In our next clinic we’ll be drawing on about 15 years of research on optimizing columns and layout for the web to help you discover the best way to layout your page or email.
Some of the questions we are planning on answering are:
• What is the optimal number of columns for a page?
• How should I weight columns on the page?
• Which is better, a right sidebar or left sidebar?
Net Promoter Score - A 10 Slide IntroductionGenroe
We talk to lots of people about Net Promoter Score and there are many mis-conceptions about it. So we put together this brief introduction to answer the questions we hear most often.
How to Leverage Customer Data to Optimize Your Email Campaign - Wayne CarriganOnline Marketing Summit
How to Leverage Customer Data to Optimize Your Email Campaign
This session will outline an Email optimization framework to help marketers enhance the performance of their emails and email marketing programs. Marketers will hear how to conduct extensive analysis of customers' behaviors as well as leverage this data to form a strong foundation of all online (and offline) campaigns.
* Wayne Carrigan, Executive Vice President, Thindata 1:1
There is an abundance of resources around best practices to market to your customers and responders, but what about prospects? Prospecting through email requires a different process, strategy, set of tools and expertise. It’s not easy but it can offer the highest ROI of any marketing channel if done effectively.
Review our recent webinar where we discuss the ins and outs of this highly effective acquisition vehicle, giving you all the tools you’ll need to run successful e-mail acquisition campaigns.
Learn
Why Exact Target, Marketo, Constant Contact will not let you run acquisition campaigns… hint: it's not because of CAN-SPAM
The difference between CRM/customer and acquisition e-mail marketing
How to overcome e-mail acquisition delivery challenges – delivery and creative techniques
Myths about Open and Click-Thru rates and how to maximize
Where does data fit?
Advanced metrics to truly calculate an ROI on acquisition e-mail campaigns
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
At MarketingExperiments, 2015 has been another great year full of new research and discoveries about what makes customers say 'yes.' It’s not easy to attend or watch every Web clinic, so we want to provide you with the opportunity to catch up on what you may have missed.
In this 60-minute webinar, we looked back at our thousands of hours of research from 2015 to bring you five of the most surprising, actionable discoveries from the year. These simple principles will help you to quickly improve multiple aspects of your digital campaigns — from subject lines and calls-to-action to visitor engagement and mobile design.
With 2016 fast approaching, now is the time to make sure that all of the elements of your digital marketing campaigns are as effective as they can be. Join us on December 9 to learn quick, actionable tactics for improving your marketing collateral in time for the new year.
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
Despite the increase in understanding of optimization, email capture forms across the Web continue to underperform.
Simply put, we are losing revenue in our sign-up forms.
The ratio of undeliverable emails to new subscribers continues to grow, making each new capture increasingly important to maintaining a healthy list size. Because our email capture form provides us with the opportunity for specificity and segmentation, it is also the best way to ensure the right names are getting on our lists.
Though it is easy as marketers to overlook the importance of optimizing our email capture, now is the time to refocus our efforts on this vital campaign element in order to increase both the size and quality of our lists.
In this 35-minute Web clinic, we shared tests that have revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads. We also provided viewers with transferable takeaways that they can leverage for their own email capture.
How much time do you spend developing your subject line strategy? If you're like 9/10 marketers, the answer is "not enough!".
Remember, your subject line delivers a message, whether the email is opened or not.
Digital Marketing Trends & Best Practices SummitMDR
At our Digital Marketing Trends Summit, customers learned tips and tricks for improving their digital marketing including best practices for email, web advertising, social media, and engagement across channels.
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...MarketingExperiments
Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
Fueling the Funnel through Customer Engagement
To succeed today, marketers need to understand how best to engage prospects and have a conversation with their customers. In this online marketing seminar, Rob Wiley will show how innovative companies are using the strengths of email, social media, and mobile to move customers through the marketing funnel, from lead generation and customer acquisition to making a purchase and becoming a brand advocate.
* Rob Wiley, Manager, Product Marketing, ExactTarget
As email marketing matures, the complexity of data and channel integration continues to increase. In this free webinar, David Daniels of The Relevancy Group will showcase recent survey data that details the state of the email marketing industry today. This survey of over 425 marketing executives details which tactics are effective, what areas are driving challenges and which remedies are proving to be successful.
This webinar detailed strategies and topics including:
- Marketer aspirations and challenges
- Data utilization and integration
- Utilizing lifecycle triggered mailings
- Driving revenue through automation
- Considerations to select vendors
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programs aim to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalized content.
In this whitepaper, you’ll learn:
-How to identify key subscriber segments
-The three different types of activation programs
-Where email activation campaigns fit in your marketing portfolio
EDMs (Electronic Distributed Marketing) through eNewsletters is almost as old as the internet itself and shouldn’t be discounted by marketers with so many additional options now available to connect with your customer base. This seminar looks at how to improve your eMarketing, increase deliverability, understand the different platforms, improve open rates, implement A/B testing, encourage segmentation and personalisation, and drive higher engagement and click through, whilst understanding how to integrate this strategy holistically across the Integrated Digital Marketing approach and support it with cross pollination and linking. We’ll talk about responsive designs and different ESP (Email Service Providers), and how users integrate with their emails… and what you can do to increase sharing and virality.
Things you can learn include:
The evolution of email marketing
Different eMarketing Platforms
What affects deliverability
CAN-SPAM act and Double Opt-ins
White lists, black lists and DSNBL
How to improve Open Rates
Implementing A/B testing
Segmenting your email subscribers/CRM
Personalisation and Psychology in eMarketing
Increasing click through and engagement
Tracking & Reporting on your email marketing
An Integrated Digital Marketing approach
Good design for email templates
Responsive Design for emails
Mail Chimp platform
Social Sharing, Forwarding and View Online
How to Leverage Customer Data to Optimize Your Email Campaign - Wayne CarriganOnline Marketing Summit
How to Leverage Customer Data to Optimize Your Email Campaign
This session will outline an Email optimization framework to help marketers enhance the performance of their emails and email marketing programs. Marketers will hear how to conduct extensive analysis of customers' behaviors as well as leverage this data to form a strong foundation of all online (and offline) campaigns.
* Wayne Carrigan, Executive Vice President, Thindata 1:1
There is an abundance of resources around best practices to market to your customers and responders, but what about prospects? Prospecting through email requires a different process, strategy, set of tools and expertise. It’s not easy but it can offer the highest ROI of any marketing channel if done effectively.
Review our recent webinar where we discuss the ins and outs of this highly effective acquisition vehicle, giving you all the tools you’ll need to run successful e-mail acquisition campaigns.
Learn
Why Exact Target, Marketo, Constant Contact will not let you run acquisition campaigns… hint: it's not because of CAN-SPAM
The difference between CRM/customer and acquisition e-mail marketing
How to overcome e-mail acquisition delivery challenges – delivery and creative techniques
Myths about Open and Click-Thru rates and how to maximize
Where does data fit?
Advanced metrics to truly calculate an ROI on acquisition e-mail campaigns
The Top 5 Marketing Discoveries of 2015: 12 months of research in just 60 min...MarketingExperiments
At MarketingExperiments, 2015 has been another great year full of new research and discoveries about what makes customers say 'yes.' It’s not easy to attend or watch every Web clinic, so we want to provide you with the opportunity to catch up on what you may have missed.
In this 60-minute webinar, we looked back at our thousands of hours of research from 2015 to bring you five of the most surprising, actionable discoveries from the year. These simple principles will help you to quickly improve multiple aspects of your digital campaigns — from subject lines and calls-to-action to visitor engagement and mobile design.
With 2016 fast approaching, now is the time to make sure that all of the elements of your digital marketing campaigns are as effective as they can be. Join us on December 9 to learn quick, actionable tactics for improving your marketing collateral in time for the new year.
Optimizing Email Capture: How a simple form change led to a 364% increase in ...MarketingExperiments
Despite the increase in understanding of optimization, email capture forms across the Web continue to underperform.
Simply put, we are losing revenue in our sign-up forms.
The ratio of undeliverable emails to new subscribers continues to grow, making each new capture increasingly important to maintaining a healthy list size. Because our email capture form provides us with the opportunity for specificity and segmentation, it is also the best way to ensure the right names are getting on our lists.
Though it is easy as marketers to overlook the importance of optimizing our email capture, now is the time to refocus our efforts on this vital campaign element in order to increase both the size and quality of our lists.
In this 35-minute Web clinic, we shared tests that have revealed actionable tactics to improve email capture, including one test that resulted in a 364% increase in leads. We also provided viewers with transferable takeaways that they can leverage for their own email capture.
How much time do you spend developing your subject line strategy? If you're like 9/10 marketers, the answer is "not enough!".
Remember, your subject line delivers a message, whether the email is opened or not.
Digital Marketing Trends & Best Practices SummitMDR
At our Digital Marketing Trends Summit, customers learned tips and tricks for improving their digital marketing including best practices for email, web advertising, social media, and engagement across channels.
The Most Effective Calls-to-Action: 5 principles discovered for increasing cu...MarketingExperiments
Think for a moment about your current calls-to-action on your main offer pages. Are they in the right place on the page? Are they generating enough customer response? Is your CTA copy optimized?
What if there were some slight modifications you could make to your CTA copy, placement, size and color to experience a significant increase in response?
In this 35-minute Web clinic, the MECLABS research team will cover the essentials to swiftly modify your CTAs for a performance lift. In addition, we will be reviewing your CTAs live, so you can apply everything you learn in the clinic to your own optimization efforts.
Maximizing Subscription Revenue: How 3 businesses increased their subscriptio...MarketingExperiments
Would you, as a marketing professional, prefer short-term profit or long-term growth?
Although the answer should be obvious, in a hyper-competitive market, subscription marketers continue to opt for the former instead of the latter.
Before discounting subscription products in an effort to increase conversions, you should consider the following questions:
• How do you know that your current discounted pricing isn’t hurting your product's long-term value proposition?
• How do you know you found the optimized price for your product?
• Is a single price point or product appropriate for all prospective customers?
• Do you know which aspect of the product customers value most?
• How do you retain customers at a price point that maximizes revenue in the long-term?
However large your company, it’s important to analyze the role that discounting plays in the overall subscription strategy.
Marketers will learn what to consider before discounting products, as well as risk mitigation strategies inherent in long-term promotional offers.
Fueling the Funnel through Customer Engagement
To succeed today, marketers need to understand how best to engage prospects and have a conversation with their customers. In this online marketing seminar, Rob Wiley will show how innovative companies are using the strengths of email, social media, and mobile to move customers through the marketing funnel, from lead generation and customer acquisition to making a purchase and becoming a brand advocate.
* Rob Wiley, Manager, Product Marketing, ExactTarget
As email marketing matures, the complexity of data and channel integration continues to increase. In this free webinar, David Daniels of The Relevancy Group will showcase recent survey data that details the state of the email marketing industry today. This survey of over 425 marketing executives details which tactics are effective, what areas are driving challenges and which remedies are proving to be successful.
This webinar detailed strategies and topics including:
- Marketer aspirations and challenges
- Data utilization and integration
- Utilizing lifecycle triggered mailings
- Driving revenue through automation
- Considerations to select vendors
Activation Campaigns: Using Email Behavioral Data to Engage and Reactivate Yo...Yes Lifecycle Marketing
Today, marketers have access to more customer data than ever before. At the same time, low active subscriber rates suggest that brands are missing out on the opportunity to consistently engage their customers. Savvy marketers are putting subscriber data to work and executing activation campaigns to boost engagement across the board.
Activation programs aim to engage new subscribers from the get-go and wake up inactive customers with tempting offers and personalized content.
In this whitepaper, you’ll learn:
-How to identify key subscriber segments
-The three different types of activation programs
-Where email activation campaigns fit in your marketing portfolio
EDMs (Electronic Distributed Marketing) through eNewsletters is almost as old as the internet itself and shouldn’t be discounted by marketers with so many additional options now available to connect with your customer base. This seminar looks at how to improve your eMarketing, increase deliverability, understand the different platforms, improve open rates, implement A/B testing, encourage segmentation and personalisation, and drive higher engagement and click through, whilst understanding how to integrate this strategy holistically across the Integrated Digital Marketing approach and support it with cross pollination and linking. We’ll talk about responsive designs and different ESP (Email Service Providers), and how users integrate with their emails… and what you can do to increase sharing and virality.
Things you can learn include:
The evolution of email marketing
Different eMarketing Platforms
What affects deliverability
CAN-SPAM act and Double Opt-ins
White lists, black lists and DSNBL
How to improve Open Rates
Implementing A/B testing
Segmenting your email subscribers/CRM
Personalisation and Psychology in eMarketing
Increasing click through and engagement
Tracking & Reporting on your email marketing
An Integrated Digital Marketing approach
Good design for email templates
Responsive Design for emails
Mail Chimp platform
Social Sharing, Forwarding and View Online
Email, mobile, and social media marketing lessons from top performing b2-b a...MarketingSherpa
According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix.
So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum.
You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
How and Why eCornell Does Agile MarketingRob Kingyens
The concepts of Agile Marketing and Data-Driven Marketing are becoming increasingly popular in response to the rapidly changing marketing landscape. Marketing teams are scrumming, sprinting and pivoting with a renewed energy to improve speed, transparency and adaptability of their strategies. The ability to make smart decisions quickly and repeatedly has shown that it is not just limited to the software industry, but is applicable to all industries; including higher education and learning organizations.
Diapositivas presentadas por Lorna Diwa, Program Manager Customer Experience Google Express, en el eCommerce Day Asunción 2015 en la plenaria "TRENDS PITCH ECOMMERCE I: eSHOPPING EXPERIENCE: ¿CUÁLES SON LAS MEJORES
ESTRATEGIAS PARA APROVECHAR EL CANAL ONLINE EN LA VENTA DE PRODUCTOS A
CONSUMIDORES FINALES?".
Five Ways Analytics Empowers Marketing LinkedIn eMetrics Jimmy WongJimmy Wong
As presented at the eMetrics Summit in Chicago on June 10, 2015, in this fast-paced session, Jimmy Wong from LinkedIn shares five ways in which marketers at the world’s biggest professional social networking company use custom-built analytical tools and techniques to acquire, delight, and retain B2B customers. See how a combination of open-source and commercial technologies can be leveraged to hack together optimal solutions for marketing. Learn how these in-house techniques can be applied to your own organization.
Jimmy Wong heads up the business analytics team for LinkedIn’s B2B marketing. At the intersection of marketing and technology, Jimmy has extensive experience in building scalable analytical products and optimizations for B2B marketing and sales. He also runs the local Toastmasters club and mentors college students on starting their careers in marketing and analytics. Jimmy is passionate about empowering marketers to succeed through analytics.
Optimizing Your B2B Demand Generation MachineOptimizely
If generating demand for your product is a struggle, rest assured that you are in the majority. 63% of marketers say their top challenge is generating traffic and leads. So what's a marketer to do? We say: hypothesize and experiment.
Join us for this free seminar where SurveyMonkey will share how their marketing team experiments and optimizes different parts of their demand gen machine. You'll hear real stories, tactics, and outcomes that will inspire your own demand gen experimentation.
Virginia Franchise Forum - Franchisee Roundtable Nov 11, 2009InfoTrends
Presentation given to Franchise Business Owners In Richmond Virginia which was sponsored by the Greater Richmond Chamber of Commerce. Title: Moving From Survival To Growth
In this webinar SVP of Marketing Laurie McLachlan was joined by special guests Bryan Mishkin of University Federal Credit Union and Mark Zmarzly of ACTON Marketing for a discussion about what financial institutions can do to acquire new customers.
I presented this review in May 2014 at the Messe Frankfurt Email marketing exhibition. It reviews 7 key areas of email marketing to improve detailed in our 7 Steps to Email marketing success guide.
How Customer Reviews Impact the Buyer's Journey Vbout.com
In this presentation, we'll explain how you can build long-term relationships with your clients using reputation management solutions guaranteed to drive results.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Customer-First Mobile Marketing: How B2B, B2C and nonprofit brands are succe...MarketingSherpa
Watch this session live at 3:40pm EST on Thursday, December 8, 2016 http://aamob.targetmarketingmag.com/session/customer-first-mobile-marketing-how-b-to-b-and-b-to-c-brands-are-succeeding-in-an-age-of-skeptical-customers-2/.
It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B2B and B2C brands are improving their understanding of customers’ needs and wants…and using that knowledge to improve their mobile marketing.
In this session, you will learn from:
• The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ actions in response to mobile marketing
• Inspirational stories of customer-first marketing from NakedWines, Metropolis, Brian Gavin Diamonds and Door to Door Organics
Customer-First Email Marketing: How B2B, B2C and nonprofit brands are succeed...MarketingSherpa
Watch this session live at 2:45pm EST on Thursday, October 27, 2016 http://aaem.targetmarketingmag.com/session/customer-first-email-marketing/. It has long been proven by academic literature that customer satisfaction leads to customer loyalty and an increased share of wallet (Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994)).
But how do you get satisfied customers? By engaging in customer-first marketing. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how B-to-B, B-to-C, and nonprofit brands his team has reported on are improving their understanding of customers’ needs and wants … and using that knowledge to improve their email marketing.
In this session, you will learn from:
The latest MarketingSherpa research with consumers (fielded in September 2016), including specific data about customers’ perception of email
A selection of case studies MarketingSherpa has chosen from hundreds of submissions to represent inspirational stories of customer-first email marketing, including Dell, Ebates, DonorsChoose, SCI Solutions, and Health Catalyst
What Do Customers Want? - Daniel Burstein presentation for Integrated Market...MarketingSherpa
Join us as we present this session LIVE at the Integrated Marketing Virtual Conference! Thursday, June 23, 2016 at 11:10 am EST.
http://bit.ly/28LRz7c
Two questions are crucial to every marketer’s success – how well do you know your target customers? And is customer intimacy at the forefront of your marketing campaign?
In this session, Daniel Burstein, director of editorial content, MarketingSherpa, shares what the marketing publication has discovered about customer-centric marketing. You will:
•Learn results of research with 2,021 consumers and 455 marketers to discover disconnects between what channels and marketing techniques customers prefer from brands … and what marketers are actually doing
•Discover ways to unveil customer insights with resources you may already have, with examples from case studies with CNET, Marriott, HomeAdvisor, WeddingWire and flash sale site Doggyloot
•Get inspired to craft customer interactions that end with a win-win – happy customers and better bottom-line results.
Learn from the case studies and research, get your questions answered, and have a little bit of fun while doing it.
The MarketingSherpa blog post "How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template)" includes a few tips for presenting your campaign, in addition to marketing and advertising ideas to help you win budget, resources and approval. Read the full post at http://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/.
How to Overcome the 3 Most Common Content Marketing Barriers to Increase Traf...MarketingSherpa
"Our customers … are really the best ambassadors …We want to make sure that we’re connecting with those people when they’re engaging in conversations online and make sure that we’re supporting them.”
– Shannon Hughes, Senior Director of Marketing, Udemy
MarketingSherpa reporters interview more than 250 marketers every year to find out what really works across marketing channels. In this session, Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share how leading brands connect with their customers using content marketing as part of a multichannel strategy based on lessons from:
Udemy’s 43% increase in mentions across social media channels
IBM’s 291% increase in social referral traffic
River Pools & Spas’ 80% conversion rate
MarketingExperiments’ 232% increase in blog traffic
And many more B-to-B and B-to-C case studies
Content Marketing: Case Studies and Strategies for SuccessMarketingSherpa
Content created for UNF Social Media Class, presented by Daniel Burstein and Regina Love.
How can content marketing impact your marketing goals?
In this presentation, Daniel and Regina will define content marketing and explore how creating content attracts an audience and earns companies trust in the eyes of the modern customer.
Special Live Test Clinic: The MECLABS team reveals the results of LifeWay’s e...MarketingSherpa
Do you feel like you’ve tried just about every type of design and copy and still aren’t seeing results? What can you do to completely challenge your testing paradigm? Is it possible to leverage qualitative feedback to produce quantitative results? If so, how?
At Email Summit 2015, we brought these challenges from one of your peers – the marketers at LifeWay – to the entire audience of Marketers at Summit. This experienced peer group provided suggestions for improving LifeWay’s email marketing.
The team from MECLABS, MarketingSherpa’s parent research institute, then worked with LifeWay to test this qualitiatve feedback and will present key lessons learned from this experimentation during this unique live event we’ve dubbed a MarketingSherpa Web clinic.
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Content Marketing: Case studies and strategies for successMarketingSherpa
Presentation by Erin Hogg, Reporter, MECLABS, at UNF's Social Media Marketing class.
This presentation explores the familial relationship of content marketing and social media.
It also provides real examples and case studies of how content marketing is linked to sales and the concept of relationship marketing and establishing a life-long customer by building up company reputation and trust.
MarketingSherpa hosted the official Media Center at the Internet Retailer Conference and Exhibition (IRCE) and interviewed industry experts and in-the-trenches marketers about what's working in ecommerce. Watch all of the interviews at: http://www.MarketingSherpa.com/IRCE
Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark StudyMarketingSherpa
What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
Marketing Mashup: Top takeaways from Web Opt Summit 2014MarketingSherpa
you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.
Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.
In this presentation, they'll cover the main takeaways from the stage, topics like:
- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more
*Slides from this presentation will be sent to registrants at it's conclusion.
Omni-channel Marketing: Optimizing digital content efforts to maximize growth...MarketingSherpa
In this MarketingSherpa webinar, e-commerce veteran Tom Davis, Global Head of Ecommerce, Puma will share his unified approach to global e-commerce. Davis will speak about how Puma has overcome technological, operational and organizational challenges to embrace digital engagement with customers.
Davis will speak from his more than 15 years of management experience in this webinar, discussing constantly evolving best practices and exploring recent retailing trends. Currently, he oversees the global e-commerce business for Puma SE, which covers more than 30 countries. He possesses hands-on experience with business management (P&L), re-platforming, emerging market e-commerce strategy, customization and e-commerce operations.
How Whirlpool Took a 180-Degree Turn with Just One TestMarketingSherpa
“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said.
In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign.
Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal.
You will discover how:
• Mender overcame initial skepticism to move to a “less is more” approach.
• The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.”
• One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.
Visual Storyteller Job Opening: Is the next step in your career a Visual Stor...MarketingSherpa
Are you looking for a work environment where you can get your hands dirty and figure out what you do best?
If so, you could be a good fit for MECLABS…
Are you ready to:
Make a real difference for some of the world's leading organizations?
Expand your talent and intelligence with the world's foremost thought-leaders in sales and
marketing optimization?
Stand on the front lines of business success by helping the best in business do even better?
Ensure your professional dreams come true with an organization where learning is the highest objective?
If so, then you're ready for MECLABS!
As a Content Presentation Specialist, you will merge your story telling abilities with your eye for visual design by owning the support of all MECLABS presentations. You’ll be the go-to authority to help colleagues and thought leaders share their stories through:
• Editing presentation copy and repurposing content into a visual story.
• Insuring consistent methodology by being a gatekeeper for all MECLABS public presentations.
• Collaborating with Marketing to ensure consistent brand guidelines are adhered to in presentations.
• Creating visual elements for presentation design inside and outside of presentation tools.
• Supporting content such as:
• MarketingSherpa webinar presentations
• Live events (i.e., MECLABS Summits)
• MarketingSherpa Benchmark Reports (BMR)
• Staying informed and up to date on presentation technology and current trends.
• Providing logistical support for webinars.
• Managing and owning the MECLABS presentation library.
We’re ready for you if you have this experience and education:
• Bachelor’s degree in Journalism, Marketing, or a related field.
• Demonstrated ability to handle multiple tasks and extremely detail oriented.
• Demonstrated proficiency in the MS Office Suite.
• Advanced proficiency in MS Power point and Word.
• Exceptional communication skills, both verbal and written.
It would be a bonus if you had:
•Working knowledge or proficiency in graphic design software: InDesign, Photoshop, etc.
In addition to building your brightest future at MECLABS, you'll receive benefits like:
• A starting salary commensurate with overall qualifications including experience, education and meeting identified job profile
• A creative, fun work environment just five minutes from the beach
• Continuous professional development through mentorships and training courses
• Comprehensive health and dental insurance plans
• Company-paid short-term and long-term disability plans
• A generous Paid Time Off plan (PTO)
• Advancement opportunities
• Employee referral bonus program
Apply at http://www.meclabs.com/careers
How a Tech Company Increased Briefing Calls 50% by Combining Physical Mail an...MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how an enterprise software solutions startup was able to develop a marketing campaign that repeatedly generated impressions from influential buyers and decision-makers at a fraction of the cost of traditional direct mail campaigns.
Join Daniel Burstein, Director of Editorial Content, MECLABS, and Bob Birge, Marketing Director, Blue Pillar, as they discuss how to:
• Create and design physical, dimensional mailers to coincide with email campaigns
• Stand out in a typically red ocean environment
• Create real brand awareness at a cost that would make even the most frugal companies blush
• Conduct a campaign that delivers high-level qualified lead opportunities into the sales pipeline
• Make a serious impact for your company with minimal time and financial investment
• Raise your batting average significantly by using proven, age-old traditional marketing practices in today’s crowded, tech-driven environment
This presentation is provided courtesy of Oracle Eloqua
Social Media Marketing: How a retailer increased Facebook reach 366%MarketingSherpa
In our next MarketingSherpa webinar, you'll learn how a global sporting goods company developed a successful strategy to engage a social audience for a new product launch.
Join Courtney Eckerle, Manager of Editorial Content, MECLABS, and Evin Catlett, Digital Marketing Manager, Amer Sports Americas, for a look at a strategy that sought to increase overall social media engagement and attract more U.S.-based fans.
What resulted was a campaign that surpassed what Catlett was expecting to see.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
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Kyiv PMDay 2024 Summer
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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
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. What we learned…
A human voice is more powerful
than a marketing push.
Keith Lincoln
VP Marketing
SmartBear Software
12. “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 :) ) ”
13. 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
14. 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)
16. 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?
18. 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
22. 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%
24. 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
25. 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%
26. 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
27. 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
30. 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
31. 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
39. 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
40. 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
41. 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.
42. 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.
43. 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
44. What we learned…
Make it as easy as possible for your
visitors to convert.
Jacob Baldwin
Search Engine Marketing Manager
One Call Now
45. 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.
47. 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?
48. Free Trial Sign-ups
Treatment:
• Four-step sign-up process
shortened to a single page
• “Checkout” language
changed to “Start Free Trial”
• Removed $ signs
49. 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.
50. It’s not what you’re marketing, it’s
how you’re marketing.
Joe Pulizzi
Founder
Content Marketing Institute
57. 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?
58. 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
60. We have nothing to talk about that
#5willFind the Bigger Story
– engage our customers.
61.
62.
63.
64. Doing your keyword research
pays off.
Marie Weise
Founder and President
Marketing CoPilot Inc.
65. 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?
66. Testing Keywords: Sales team suggested
Manufacturing
electrical energy
consumption
CPU data
Manufacturing
infrastructure
67. Testing Keywords: Sales team suggested CTR
Manufacturing
electrical energy
consumption
CPU data
6.95%
5.9%
Manufacturing
infrastructure
7.7%
68. 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
69. 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%
71. 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
72. 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
73. 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+
74. 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
75. 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
76. 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
78. 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
79. 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
80. Thank you!
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
81. 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