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Analysis

Expert commentary and editorial from the MarketingExperiments research analysts.

Free Marketing Tools: 11 worksheets, spreadsheets, and calculators to help make your next optimization project a success

Paul Cheney Oct 31, 2011 6

Optimizing your webpages and marketing campaigns is a daunting task for any marketer. We need all the help we can get. Free help is even better (as long as it’s actually, well, helpful). So to assist our audience of marketers with daily optimization tasks, our researchers have created 11 free marketing tools over the years, and I compiled the below…

Marketing Career: Why a value proposition makes marketing “good”

Paul Cheney Oct 28, 2011 3

Marketing has such a bad reputation these days because very few companies have genuine value propositions. What do you do if you’re a transparent marketer by nature, who is stuck in a company without a value proposition? Well, there are…

B2B Lead Testing: “Cheap” data is actually expensive

David Kirkpatrick Oct 26, 2011 6

Part of Brian Carroll and Nicolette Dease's presentation was a case study on finding the most efficient list source based on a test that looked at several different lead sources. The objective of the test was to determine if…

Landing Page Optimization: How IBM applied homepage redesign learnings to landing page testing

David Kirkpatrick Oct 24, 2011 10

At the West Coast leg of the MarketingSherpa B2B Summit 2011 in San Francisco this week the first case study of the day featured IBM’s homepage redesign and the overall approach IBM uses in its redesign process. Joan Renner, Content…

SEO Research: Why opportunity is knocking for marketers doing SEO

Paul Cheney Oct 21, 2011 3

A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then PPC started getting more popular with the rise of Google. When that happened, marketers realized that if they made…

Landing Page Test: Why less equaled (54%) more when reducing friction and highlighting value…

Brad Bortone Oct 19, 2011 1

In a world that constantly bombards us with promises of “bigger,” “better,” “faster” and “more,” it’s sometimes tough to accept that time-honored practices are often still the best course of action. Yet, as tests continue to prove, when it…

B2B Marketing: You don’t have to be CEO to move the needle with a value proposition

Daniel Burstein Oct 17, 2011 3

Dr. Flint McGlaughlin covered how to discover your true value proposition and leverage its full potential in any B2B market – at the East Coast swing of MarketingSherpa B2B Summit 2011. He lightly touches on derivative value proposition in…

B2B Lead Optimization: Why cheap leads can be so expensive

Daniel Burstein Oct 14, 2011 1

It would be logical to assume that the cheaper the lead is to obtain, the lower the cost-per-acquisition, the greater the margin, and the bigger the bonus in your paycheck at the end of the quarter. Well, at MarketingSherpa B2B Summit 2011…

SEO Landing Pages: How your peers optimize for traffic and conversion

Daniel Burstein Oct 12, 2011 8

There seems to be a disconnect between the number of marketers using SEO landing pages and the number marketers who find them effective. Today’s Web clinic will share our discoveries about optimizing SEO landing pages to help you overcome…

B2B Marketing: Value proposition discussion with Dr. Flint McGlaughlin

Daniel Burstein Oct 10, 2011 2

Dr. Flint McGlaughlin spoke extensively about value proposition at MarketingSherpa B2B Summit 2011 in Boston, and I grabbed him just after the summit ended to ask a few questions about value prop for B2B marketers…

Landing Page Optimization: Addressing customer anxiety

Selena Blue Oct 7, 2011 5

Anxiety can stop website visitors in their tracks – the back button makes it ultra easy. Thinking of their concerns in rational terms may not help you either. Fortunately, the there are three different levels you can seek to relieve or…

Converting PPC Traffic: How clarifying value generated 99.4% more conversions on a PPC landing page

Paul Cheney Oct 5, 2011 10

After trying a few different strategies with their page, nothing worked to improve conversion on Saxo Bank’s PPC landing page for a free trial. Michael Aagaard generated 99.4% more conversions by adding clear value proposition.

Test Your Marketing Intuition: Which landing page achieved a higher conversion rate?

Paul Cheney Oct 3, 2011 20

Paying for traffic to a landing page tends help motivate marketers to optimize that page. Lifts can instantly translate to a tangible decrease in cost-per-acquisition and increased revenue. However, actually getting those lifts on the page…

Marketing Funnel: How to optimize your Sales and Marketing funnel in 5 steps

Jen Doyle Sep 30, 2011 6

Upon the completion of the recent MarketingSherpa 2012 B2B Marketing Benchmark Report, we learned that because of an ever more challenging environment, B2B marketers are beginning to embrace sales conversion as a Sales and Marketing…

Landing Page Optimization: Test ideas for a B2B lead capture page

Brad Bortone Sep 28, 2011 10

As has been the standard for recent MarketingSherpa Summits, leading marketing solutions providers sent several analysts to provide direct, one-to-one consultation for the attendees of B2B Summit 2011. Always an informed, yet…

Marketing Optimization: Measuring the potential force of your value proposition

Brad Bortone Sep 26, 2011 1

We’re live onsite at B2B Summit 2011, and Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, opened the proceedings this morning by teaching this enthusiastic audience that most marketers can’t even define “value proposition,” much…

Artificial Optimization: Why at least 40% of marketers shouldn’t test

Paul Cheney Sep 23, 2011 7

If you’re not careful, you could be running tests that tell you one thing when the situation is completely different. You could be making critical decisions based on bad data. And those are the worst decisions you could make, because you’ve…

Website Optimization: Landing page test leads to 548% increase in conversion

David Kirkpatrick Sep 21, 2011 12

Toward the end of last year, Active Network, a technology and media company specializing in online registration and event management software, began a testing and optimization program on the website of one of its brands, RegOnline. For…

Sales Call Optimization: How to get more prospects on the phone with a banner

Paul Cheney Sep 19, 2011 4

No matter how well you optimize your website, there’s still no substitute for getting someone on the phone with your best salesperson for a complex product. People buy from people, and having a human talk to a prospect on the phone, answer…

Email Marketing: Increase clicks and conversions with obvious links and consistent messaging

Adam T. Sutton Sep 16, 2011 0

Nothing can be assumed when you're sending an email. When you make assumptions, you're really hoping the audience will "figure it out." For Adam T. Sutton, this was top of mind during the Actionable Design Insights session at ExactTarget…

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