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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

  1. Welcome and Introduction How to “Optimize” Your Experience at the 2012 B2B Summit Dr. Flint McGlaughlin Managing Director MECLABS

  2. Session Speaker Dr. Flint McGlaughlin – Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization 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 @FlintsNotes 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. 2

  3. About MECLABS MECLABS Sciences Group Primary Research Applied Research Conversion Leads Technology Training Strategy Agency Group Group Group Group Group Group We optimize the financial performance of the sales and marketing funnel

  4. About MECLABS 4

  5. About MECLABS 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)

  6. About MECLABS

  7. About MECLABS

  8. About MECLABS

  9. Internal Web Clinic Headline Test 9

  10. Internal Web Clinic Headline Test Paul’s Headline (Linear Meaning) Flint’s Headline (Rich Word Clusters) 10

  11. Internal Web Clinic Headline Test 11

  12. What You Need to Understand  Key Principles 1. There are no expert marketers; there are only experienced marketers and expert testers. 12

  13. MarketingSherpa B2B Summit 2012 At this year’s B2B Summit, you will learn from experienced • 9,000+ B2B marketers surveyed marketers and expert testers so that you can • 523 B2B specialist marketing case studies go back and get results in • 1,480 major research findings your own organization. • 416 B2B newsletter articles • 245 industry experts proving, teaching and training 13

  14. 1. Learning from Experienced Marketers

  15. B2B Summit : Learning from Experienced Marketers B2B Social Media Sally Hogshead Chief Fascination Officer Fascinate The Nine-second Attention Span: Selling your brand, and yourself, in social media Tues – 4:15 pm 15

  16. B2B Summit : Learning from Experienced Marketers Optimizing Bottom of Funnel Brian Carroll Executive Director, Revenue Optimization MECLABS Wed – 11:15 am 16

  17. B2B Summit : Learning from Experienced Marketers CRM and Email Joel Book Director, eMarketing Research & Education ExactTarget, Inc. How Top B2B Companies use CRM and Email to Drive Sales and Serve Customers Wed – 1:15 pm 17

  18. B2B Summit : Learning from Experienced Marketers Optimizing the Lead Quick Win Clinic How MECLABS is testing a data- The 4 most critical changes you can driven optimization process that make to your landing page right now goes beyond lead capture Return to Sender Measuring Link Sharing from The 5 Step Program to Reaching the Social Web for Effective SEO the Inbox Solve your Content Crisis How Top B2B Companies Use Email & Social Media to use CRM and Email to Drive Accelerate Your Content Marketing Sales and Serve Customers The Nine-second Attention Span Optimizing Your Message Selling your brand, and yourself, Learn strategies to write high- in social media impact copy and CTAs 18

  19. 2. Learning from Real-World Case Studies

  20. B2B Summit : Learning from Real Case Studies Mobile Marketing Helda Lopes Case Study: Senior Marketing Director, Mobile Marketing - Juniper Networks QR WW Channels Code Event Strategy Leads to a Paperless Juniper Networks Conference Tues – 1:15 pm 20

  21. B2B Summit : Learning from Real Case Studies Content Marketing Edwin Jansen Director of Business Case Study: Development Confessions of a Content Marketer – Ian Martin Group Lessons learned in a 4 year transition from "push" to "pull" marketing Wed – 9:30 am 21

  22. B2B Summit : Learning from Real Case Studies eMarketing Karyn Scott Director of Case Study: Enterprise Marketing How to Connect with the C-Suite Cisco Systems, Inc. Tues – 3:45 pm 22

  23. B2B Summit : Learning from Real Case Studies Personalization Cathy Howard eMarketing Program Case Study: Manager, How HP Uses Behavioral Segmentation for Hewlett Packard Dynamic Content to Drive Engagement Wed – 10:45 am 23

  24. B2B Summit : Learning from Real Case Studies Quality Lead Generation Joe Rawlinson Senior e-Commerce Product Manager National Instruments Wed – 3:15 pm 24

  25. B2B Summit : Learning from Real Case Studies And many more… 25

  26. 3. How One Marketer Applied his Summit Experience for Results

  27. Attendee Success Story Attendee: Michael Aagaard, Online Copywriter/LPO Specialist Company: Online-TekstForfatter.dk Event: 2011 Optimization Summit Research Notes: 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 27

  28. Attendee Success Story Original Optimized 28

  29. Attendee Success Story 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 29

  30. Welcome and Introduction How to “Optimize” Your Experience at the 2012 B2B Summit Dr. Flint McGlaughlin Managing Director MECLABS

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