The Point

MARCH 23, 2023

Whereas simple A/B testing, by comparison, is more often a “one-off” exercise of finite scope (Headline A vs. Headline B), CRO involves a series of modifications that are rolled out and tested in sequence. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements. Set up and implement tests 8.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

MAY 30, 2023

Employ aggregate user data to create thought leadership content (like the “quarterly threat reports” popular in the security category.) * Test more. When budgets are plenty, testing takes a back seat. Are you diligently testing subject lines on all email campaigns?

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

AUGUST 27, 2019

See “Not Testing Audience”, below.). * Not Testing Enough. As with virtually any digital platform (email, display, search), if you don’t test, you not only don’t learn anything, you’re also putting all your eggs in one proverbial basket – betting, in effect, that one offer, one headline, one image is enough to do the job.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JANUARY 12, 2023

In 2023, writers and artists will find ways to leverage AI to help with the “drudge work”: iterative headlines, testing variants, outlines. Brands need to have unique voices to stand out in a crowded marketplace and the human element will be essential. — Annette Gallagher, Associate Creative Director.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

SEPTEMBER 30, 2022

Examples in a demand generation context include social media advertising, display advertising, or sponsored content. PESO is an opportunity to think creatively and test channels outside the tried and true (e.g. Earned Media generates engagement through activities that are not paid placements. Webinar + email campaign + LinkedIn ad).

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? Just please don’t think that one campaign, no matter how successful, is a valid test of whether ABM makes sense for your organization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 17, 2015

How has the landscape in display advertising changed in the last 3 years? (AF) For example, using a programmatic platform like Choozle, a marketing manager could very quickly set up and deploy dozens of campaigns across multiple channels (social, display, video, etc.) I call it the “Searchifcation” of display advertising.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100