Discovering and knowing what really works and what doesn’t for lead generation is essential for every marketer. The best way to discover this is through the process of testing.
Personally, I’ve met only a handful of B2B marketers who are consistently testing their offers to optimize them and generate leads more effectively. I think this is due to two things: the first is time (because marketers want to get their campaigns out there), and the second is knowledge of testing methods.
I was glad to see Jon Miller who writes Marketo’s blog, Modern B2B Marketing, recently interview Hunter Boyle, Managing Editor for MarketingExperiments on Testing B2b Marketing. In the interview, Hunter shares best practices for increasing conversion via testing , building a universal definition of a lead, and using testing to discover what works.
Read: Testing Your B2B Marketing: Thought Leadership with Hunter Boyle
Related post: MarketingExperiments: Better tests, better results — here’s how