The Point

NOVEMBER 10, 2016

Aggressive testing of ad copy. The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC). Increasing the number of negative keywords to reduce consumer impressions and unqualified clicks.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

SEPTEMBER 12, 2013

Test responsive design so that your email “snaps to size” when viewed on a mobile device. Responsive design can require additional coding (read: time and money), so test it head to head against a standard (but mobile-friendly) design to gauge whether your audience merits the investment. Always test subject lines – no excuses.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

JUNE 27, 2018

I’d have the subhead read: “7 Things” rather than “Seven Things” because, in most tests, digits tend to outperform numbers as words. What would I change? Well, a more engaging header image wouldn’t hurt.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

JANUARY 21, 2020

It also allows marketing teams to make changes to those pages (for testing purposes, or optimization) more quickly. Building and hosting landing pages in a MAP provides marketers more control over design, template, user experience, etc. without needing to go through the Web team or IT for every page. Click To Tweet. Functionality.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JULY 21, 2016

Not testing enough. It’s these repeatable programs that are prime candidates for A/B testing – subject line, headline, message, offer, landing page, etc. because any learnings from those tests can immediately be deployed to improve ongoing campaign performance. Trying to be too complex too quickly. Sending too many emails.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

DECEMBER 12, 2014

A couple of years ago, I wrote a post in this space listing “ 7 Tips for a Successful PPC Landing Page ” – and most of that advice stands the test of time today. Whether they do or not, you won’t know for sure until you test. If the landing page experience is designated “below average,” there’s room for improvement.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JANUARY 6, 2011

Should we test 3,000 names first with two subject lines and then roll out the remaining 3,000 using the winning message? Or just send out all 6,000 and do an A/B test on the entire list?”. Here’s why: Normally, I’m all for the “test then roll out” strategy but here the client didn’t really have the numbers to pull it off.

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

JANUARY 31, 2011

So it adopted an A/B test strategy with the campaign’s landing pages, testing new copy or design (never both) head-to-head against the existing pages in order to increase the number of conversions. Tracy Ciampi, Spear’s Client Services Director, says that testing is not a one-time strategy. “A

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JUNE 11, 2012

Consider an A/B test of the e mail or landing page – one version with the incentive, one without – to gauge the precise effect the incentive has on registration. This is of particular value if you present Webinars regularly, because the test results can have long-term impact on your program.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

MAY 20, 2014

Janrain failed to test the email fully before launching. At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc., Emails that may look magnificent as static designs can often run afoul of certain email clients, particularly in the mobile sphere. (At

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

OCTOBER 21, 2009

Credit to Silverpop for emphasizing that it’s early days yet and that the answer is testing, and lots of it. Test emails with and without social links. Test their location in the email. Test text links vs. icons. Test multiple icons ( Facebook , Twitter , LinkedIn ) vs. All-in-one icons ( AddThis ).

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

APRIL 5, 2011

Wisely, the company decided to test both versions in the mail anyway. The only way to get a true, objective evaluation of a given program is to test it in the field. One concept took a humorous approach; the other was more straightforward and to-the-point. Then use those results to alter your direct mail design if necessary.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

SEPTEMBER 19, 2012

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. The answer depends on whether you can prove telemarketing makes enough of a difference.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

APRIL 9, 2013

If you took a poll of B2B marketers (see below), my guess would be that only a small percentage test email subject lines with any regularity. Of course, the long-term benefits of testing subject lines far outweigh the risks. The key benefit of a subject line test is not the lesson learned from one campaign.

Email Campaigns 100

Email Campaigns Webinar Metrics Campaigns Paper 100

The Point

NOVEMBER 25, 2013

Anecdotally, I can recount any number of client email campaigns over the last 15 years or so in the agency business where a particular test cell that generated a lower delivery rate, even a lower open rate, ended up generating more leads. Testing emails thoroughly prior to launch is just one.)

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

OCTOBER 25, 2016

Have you tested key selling points in A/B fashion to determine which actually resonates with target buyers? How compelling is your USP (Unique Selling Proposition)? Have you identified key buying personas, and the specific concerns, pain points, and solution benefits for each of those personas? Poor Content. Content is hard work.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

JUNE 8, 2016

Tip: since many of these complementary channels are real-time and “always on”, they offer a powerful opportunity for testing message, offer, segmentation and other campaign variables in ways that might be more difficult if left exclusively to email. through ads on display, video, mobile and social networks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 28, 2011

Lastly, test different images and design approaches. PPC campaigns are an ideal testing platform, because you can leverage a large volume of impressions in A/B fashion over time. Avoid images that are simply icons or illustrations – they don’t have the same effect.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

JUNE 9, 2014

” One reason why testing is so fundamental to email marketing is that different people respond to different offers, benefits, and creative in general. You may read these and say to yourself: “that’s not how we talk to our audience.” ” That’s your decision. “… and more.”

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

JUNE 26, 2013

You could also test “guided voicemail” services like BoxPilot , services that enable you to leave a voicemail for registrants en masse the night before the event. Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically. Add to Calendar. Add More Detail.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

FEBRUARY 11, 2014

PA] Only if your people love doing horrid tasks like optimizing in-linking across all of your customer’s web assets and manually testing content results by campaign, persona, and selling stage! Then we automatically leverage advanced testing techniques to drive continuous improvement of new campaign performance, ranking, and quality.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

APRIL 22, 2016

Note: we’ve tested social sign-on on client campaigns and thus far have seen minimal impact. Consider a “save this offer” or “remind me” call to action so that the user can choose to download the content at a later time. Use anchor links (i.e. providing the user a way to jump back to the top of the email or the top of the registration form.).

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

OCTOBER 7, 2014

Continual, aggressive A/B testing is one of the best ways to ensure you maximize your social advertising investment. When using Boosted Posts, as with LinkedIn Sponsored Updates, create a custom image that’s optimized to drive engagement, rather than just let Facebook pull an image from your content automatically.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

JANUARY 20, 2011

That popularity may be short-lived, however: 53 percent of marketers were only “somewhat satisfied” with their company’s marketing performance in 2010, and more than two-thirds (69 percent) plan to test new digital tactics in 2011.

Planning 100

Planning Allocation B2B Marketing Google 100

The Point

JULY 8, 2014

Given the success of the campaign, Spear is now testing a similar, more visual design in other Sungard AS programs. Ultimately, the campaign asked little of the prospect and Spear believes that the combination of an eye-catching visual and a straightforward call to action made for an easy decision to click.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

MARCH 13, 2013

There’s no concrete rule for frequency, however, so adapt and test the intervals based on your specific audience, lead source, and sales process. Integrate both early- and late-stage offers.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

NOVEMBER 14, 2014

In tests we’ve conducted over the years with our high-tech clients , information offers (white papers, case studies, Webinars) generate 3 times the response compared to demos and free trials. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JULY 14, 2011

Send a test message and view it with images turned off (better yet, use an email rendering service like Litmus ). Are those selling points action-oriented benefits – that is, do they show the reader what he/she will gain, learn, benefit from responding? Example: “Learn how to slash time to market by 50 percent …”). Avoid “White Box Syndrome.”

Creativity 100

Creativity B2B Verticals Paper 100

The Point

AUGUST 17, 2010

As with any marketing vehicle, testing direct mail is key. If a company does business with you, they’re much more likely to open and respond to direct mail, particularly if you use more traditional closed-face or window packages that don’t scream out “junk mail.” The results may surprise you.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

OCTOBER 7, 2010

Initial response rates were horrible, but when we tested the same campaign head-to-head against the client’s own house list, the house list generated more than 4x the response. This happened recently when we conducted an email campaign to a list a client had purchased from a reputable source.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

JUNE 18, 2013

As marketers, we aggressively test and measure the effectiveness of our various marketing channels using Marketing Automation tools. Just as marketers map content to the lead lifecycle (early, mid, late stage), they should also map content to the selling process – industries, products, sales stages, and more. Secondly: measurement.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MAY 18, 2011

The reason I think these mistakes are made is because most marketers haven’t yet adopted a formal process for how to develop highly relevant messaging and a set of objective criteria to determine if the messaging is good, prior to market testing and launch. That’s where firms like ours can help. (HS) HS) Thanks Michael!

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

DECEMBER 17, 2010

Testing, monitoring, and measuring tools assist you along the way. (HS) Engagement flows through search engines, social media, and content aggregation sites in the early stages of the buyer’s journey, then through your website and marketing automation platforms as your buyers advance. HS) Thanks Kathleen!

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

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

SEPTEMBER 30, 2022

PESO is an opportunity to think creatively and test channels outside the tried and true (e.g. The PESO model provides a convenient, and time-tested, framework for expanding the notion of what an “integrated campaign” really means. Webinar + email campaign + LinkedIn ad).

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

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

MARCH 20, 2018

Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. Consistent subject line testing, however, executed correctly, can be a main driver for achieving steady improvement in open rates and overall email performance. Specific vs. General.

Demand Generation Agencies 234

Demand Generation Agencies Demand Generation Urgency Marketing Webinar Metrics 234