December 15

B2B Marketing Testing to Optimize Lead Generation Results

Lead Generation


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

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. This is a great summary of lead gen pages. We have recently been attempting to quantify the conversion difference when you ask for more / less information, then tracking that info through to the sale to determine the optimal approach for a given site. It’s too early to tell what the results will be but I hope to report back on my blog soon.

  2. Great points, there is no use running a campaign if you don’t even know how successful it is. Thanks!

  3. Great points Brian!

    Search marketing is so powerful precisely because its so measurable. If you’re not testing and tweaking, you’re leaving a lot of opportunity on the floor.

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