Welcome and Introduction How to Optimize Your Experience at the - - PowerPoint PPT Presentation

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Welcome and Introduction How to Optimize Your Experience at the - - PowerPoint PPT Presentation

Dec 16, 2023 434 likes •756 views

Welcome and Introduction How to Optimize Your Experience at the 2012 B2B Summit Dr. Flint McGlaughlin Managing Director MECLABS Session Speaker Dr. Flint McGlaughlin Director, MECLABS Group Flint McGlaughlin is the Director of

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  • Dr. Flint McGlaughlin

Managing Director MECLABS

How to “Optimize” Your Experience at the 2012 B2B Summit

Welcome and Introduction

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Session Speaker

@FlintsNotes

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  • Dr. Flint McGlaughlin – Director, MECLABS Group

Flint McGlaughlin is the Director of MECLABS Group. The

  • rganization has partnered with key market leaders including The

New York Times, Microsoft Corporation, and Reuters Group.

  • Dr. McGlaughlin also serves as the Director of Enterprise Research at

the Transforming Business Institute, University of Cambridge (UK), as the Chairman of the Board of Governors for St. Stephen’s University, and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.

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We optimize the financial performance

  • f the sales and marketing funnel

MECLABS Sciences Group

Conversion Group Leads Group Technology Group Training Group Strategy Group

Applied Research Primary Research

Agency Group

About MECLABS

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About MECLABS

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MECLABS is a science lab that conducts R&D in sales and marketing. We conduct rigorous scientific experiments with research partners from all industries to help leaders optimize the financial performance of their sales and marketing funnels. MECLABS was the first Internet-based research lab to conduct experiments in optimizing the conversion rate of sales and marketing processes.

1990 Preliminary Research Begins 1997 Research Program Established 2001 First Research Report Published 2002 Testing of Research Partnership Model Begins 2003 Offer Response Optimization Theory Validated 2006 Patent Filings for Research Findings (10 Heuristics)

About MECLABS

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About MECLABS

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About MECLABS

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About MECLABS

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Internal Web Clinic Headline Test

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Internal Web Clinic Headline Test

Flint’s Headline (Rich Word Clusters) Paul’s Headline (Linear Meaning)

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Internal Web Clinic Headline Test

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What You Need to Understand

  • 1. There are no expert marketers; there are only

experienced marketers and expert testers.

Key Principles

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MarketingSherpa B2B Summit 2012

  • 9,000+ B2B marketers surveyed
  • 523 B2B specialist marketing case

studies

  • 1,480 major research findings
  • 416 B2B newsletter articles
  • 245 industry experts proving,

teaching and training

At this year’s B2B Summit, you will learn from experienced marketers and expert testers so that you can go back and get results in your own organization.

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  • 1. Learning from

Experienced Marketers

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B2B Social Media

The Nine-second Attention Span: Selling your brand, and yourself, in social media

Tues – 4:15 pm

Sally Hogshead Chief Fascination Officer Fascinate

B2B Summit: Learning from Experienced Marketers

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Optimizing Bottom of Funnel

B2B Summit: Learning from Experienced Marketers

Brian Carroll Executive Director, Revenue Optimization MECLABS

Wed – 11:15 am

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CRM and Email

How Top B2B Companies use CRM and Email to Drive Sales and Serve Customers

Wed – 1:15 pm

Joel Book Director, eMarketing Research & Education ExactTarget, Inc.

B2B Summit: Learning from Experienced Marketers

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Optimizing Your Message

Learn strategies to write high- impact copy and CTAs

Solve your Content Crisis Use Email & Social Media to Accelerate Your Content Marketing The Nine-second Attention Span Selling your brand, and yourself, in social media How Top B2B Companies use CRM and Email to Drive Sales and Serve Customers Measuring Link Sharing from the Social Web for Effective SEO Quick Win Clinic The 4 most critical changes you can make to your landing page right now Return to Sender The 5 Step Program to Reaching the Inbox

B2B Summit: Learning from Experienced Marketers

Optimizing the Lead How MECLABS is testing a data- driven optimization process that goes beyond lead capture

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  • 2. Learning from

Real-World Case Studies

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Helda Lopes Senior Marketing Director, WW Channels Juniper Networks Mobile Marketing

Case Study:

Mobile Marketing - Juniper Networks QR Code Event Strategy Leads to a Paperless Conference

Tues – 1:15 pm B2B Summit: Learning from Real Case Studies

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Edwin Jansen Director of Business Development Ian Martin Group Content Marketing

Case Study:

Confessions of a Content Marketer – Lessons learned in a 4 year transition from "push" to "pull" marketing

Wed – 9:30 am B2B Summit: Learning from Real Case Studies

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Karyn Scott Director of Enterprise Marketing Cisco Systems, Inc. eMarketing

Case Study: How to Connect with the C-Suite

Tues – 3:45 pm B2B Summit: Learning from Real Case Studies

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Cathy Howard eMarketing Program Manager, Hewlett Packard Personalization

Case Study:

How HP Uses Behavioral Segmentation for Dynamic Content to Drive Engagement

Wed – 10:45 am B2B Summit: Learning from Real Case Studies

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Quality Lead Generation Joe Rawlinson Senior e-Commerce Product Manager National Instruments

Wed – 3:15 pm B2B Summit: Learning from Real Case Studies

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B2B Summit: Learning from Real Case Studies

And many more…

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  • 3. How One Marketer Applied his Summit

Experience for Results

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Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform. Goal: To get visitors to sign up for a free trial Primary Research Question: Which landing page will have the highest free trial sign-up rate? Test Design: A/B split test Attendee: Michael Aagaard, Online Copywriter/LPO Specialist Company: Online-TekstForfatter.dk Event: 2011 Optimization Summit Research Notes:

Attendee Success Story

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Original

Attendee Success Story

Optimized

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99.4% Increase in conversion

The new page design improved the conversion rate by 99.4%

Version CR Relative Difference Confidence Interval Control 2.00%*

  • Treatment

3.99%* 99.4% 99% * Conversion rates have been anonymized

Attendee Success Story

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  • Dr. Flint McGlaughlin

Managing Director MECLABS

How to “Optimize” Your Experience at the 2012 B2B Summit

Welcome and Introduction