Optimization Summit 2012 wrapped up two weeks ago in Denver, and Amanda F. Batista, Managing Editor, DemandGen Report, sent along a few questions to get some information from the Summit to help marketers involved in the complex sale.
So, I grabbed Dave Green, Director, Best Practices, MECLABS, for his B2B view of Optimization Summit …
If you’d like to jump ahead to a specific spot in the video, you can use the links below:
00:25 – What are the most important metrics for B2B marketers to consider in today’s buyer-driven landscape?
2:04 – What are some of the key trends and imperatives in testing to optimize campaigns?
3:18 – Are there any particular case studies or anecdotal use cases that stood out at the conference this week?
During our second annual MarketingSherpa and Marketing Experiments Optimization Summit 2012 two weeks ago in Denver, Dr. Flint McGlaughlin, Managing Director, MECLABS (the parent company of MarketingSherpa), presented some interesting data points on brand-new MECLABS research conducted by Meghan Lockwood, Senior Research Analyst, MECLABS, for the upcoming MarketingSherpa Website Optimization Benchmark Report.
One data point from this research from our Website Optimization Survey, which will be presented in an upcoming benchmark report, really stood out to me:
On the afternoon of the first day of the MarketingSherpa and MarketingExperiments Optimization Summit 2012 in Denver, attendees had the chance to interact with ten expert practitioners in a roundtable format.
Event participants were able to choose an expert, sit at the table for a quick presentation, and ask questions and interact with each other on the topic at hand for 15 minutes before switching to a new table and a new subject.
Topics at the different tables ranged from optimizing social media to high-impact call-to-action button copy that converts.
I wanted to provide SherpaBlog readers with a sample of some of the high-impact material the experts shared during this roundtable session. These examples of roundtable content illustrate the wide variety of advice Optimization Summit attendees were presented during the session.
Here are some key takeaways from several of the roundtable experts:
“What is the objective of this page?” Dr. Flint McGlaughlin asked audience member Maile Keone at the Pre-Optimization Summit LPO Workshop in Denver.
“To get people to call.”
The problem is the page isn’t achieving the objective — at least not to the extent the marketers (including Maile) at VacationRoost want it to.
The page was plastered on two huge screens at the front of the room here at the Denver Marriott Tech Center with 150 marketers from around the world scrutinizing it.
Click to enlarge
So, to help Maile and her team from VacationRoost, Dr. Flint McGlaughlin offered some recommendations for ways to improve the page.
To begin, we need to ask three critical questions from the perspective of the customer, Dr. McGlaughlin noted:
Where am I?
What can I do here?
Why should I do it?
When we ask these questions, three optimization recommendations for the page come to mind.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
