You give us 30 minutes, and we'll give you all the greatest takeaways from 20 hours of sessions at Lead Gen Summit 2013 in San Francisco. Join Pamela Markey, Sr. Director of Marketing, MECLABS, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through the best ideas from Summit, ranging from lead capture optimization to nurturing and qualification. This presentation has been made possible thanks to Oracle Eloqua. See the replay here: http://www.marketingsherpa.com/video/webinar/top-takeaways-from-lead-gen-summit

1. Top Takeaways from Lead Gen Summit 2013
A MarketingSherpa quick recap with Daniel Burstein and Pamela Markey

2. About Lead Gen Summit 2013

3. Marketers just like you.

4. See Daniel Burstein, Director of
Editorial Content, and Pamela
Markey, Senior Director of
Marketing, MECLABS, discuss the
top takeaways from Lead Gen
Summit and answers questions
from the audience!
Click here!
Access other webinars

5. Join the conversation!
#SherpaWebinar

6. Speakers
Pamela Markey
Daniel Burstein
Senior Director of Marketing
MECLABS
@PamelaMarkey
Director of Editorial Content
MECLABS
@DanielBurstein

7. Related Resources
•
MarketingSherpa Lead Gen Summit 2013 Wrap-Up: Top 7 lead capture,
qualification and nurturing takeaways
•
Landing Page Optimization: How CRC Health transformed decision-making
across 140 sites
•
Marketing Automation: 200% increase in lead volume for software company
after implementation
•
Lead Generation: Capturing more leads with clear value prop communication

8. What we learned…
A human voice is more powerful
than a marketing push.
Keith Lincoln
VP Marketing
SmartBear Software

9. Sample Email
Product
Download –
Thank You
“If you ever get sick of hearing from us, you can opt out.”
2.3% opt-out rate

10. A/B Testing: Example “Marketing” v. “Rep” Emails
Marketing Email

12. “Below is an email our marketing department sent out
about the promotion (we asked if they could tone down
the “marketing fluff” for this one … it seems they took it
to heart :) ) ”

13. A/B Testing: Example “Marketing” v. “Rep” Emails
Rep Email
Here is the link for more info:
http://www2.smartbear.com/2013Q1-Promo-Testing.html

14. Marketing vs. Reps % Click
6.0%
Email A MKTG
4.9%
5.0%
Email B REPS
3.8%
4.0%
3.6%
3.0%
3.0%
2.1%
2.0%
2.0%
1.7%
1.2%
1.2%
1.0%
2.6%
2.5%
2.4%
0.9%
1.0%
1.1%
1.2%
1.3%
1.3%
0.8%
0.5%
0.0%
Testing NA
Prospects
Testing NA
Customers
API NA
Prospects
API NA
Customers
Performance Performance
Dev NA
Dev NA
NA Prospects NA Customers Prospects (NO Prospects (NO
BULL)
BUGS)
Dev NA
Prospects
(BOTH)
Dev NA
Customers
(NO BULL)

15. What we learned…
Don’t guess. Test. Know.
Kyle Foster
Research Manager
MECLABS

16. Live Experiment: Hypotheses
Hypothesis A
• By offering prospects a choice between three incentive options, we will
add to the perceived value of the offer and increase the lead gen rate.
Hypothesis B
• By increasing the perceived value with the additional incentive options, we
can collect additional information without negatively impacting the overall
lead gen rate.
Research Question
• Which incentive approach is more effective for generating leads?

17. Incentives
Incentive Selection
30%
27%
Control Incentive
Lead Generation QG
25%
20%
19%
17%
Additional Incentive #1
Email Marketing QG
14%
15%
10%
10%
7%
5%
5%
3%
0%
Strategy and
Planning
Search
Marketing
Content Online Testing
Event
Marketing
Marketing
Mobile
Marketing
Email
Marketing
Lead
Generation
Additional Incentive #2
Content Marketing QG

18. Form Selections
Form Fields
Number of Form Fields
35%
30%
22%
44%
One Additional Form
Field
22%
20%
Two Additional Form
Field
34%
25%
32%
30%
Three Additional Form
Field
15%
10%
10%
7%
5%
0%
Phone
Number
Number of Fields Chosen: 1
Form Field Chosen: Job Title
Company
Industry
Job Title
Company Size

19. Live Experiment: Control

20. Live Experiment: Treatment Overview
Treatment 1
Treatment 2

21. Your Predicted Winner
Treatment 1
Predicted Winner
70%
64%
60%
50%
Treatment 1
Screen Shot
40%
30%
20%
20%
16%
10%
0%
Control
Treatment 1
Treatment 2

22. Live Experiment : Current Results
Control
Treatment 1
Versions
Treatment2
CR
Rel. Diff
Stat. Conf
Control – Single Offer, Short Form
58%
--
---
Treatment 1 – Choice of Offer, Short Form
57%
-1.3%
31%
Treatment 2 – Choice of Offer, Long Form
51%
-11.9%
99%

23. What did we learn?

24. Live Experiment: Control vs. Treatment 1
Learning: A choice of incentive does not increase perceived value.
Control: Single Offer, Short Form
*Incentives were chosen by the audience
T1: Choice of Offer, Short Form

25. Live Experiment: Incentive Choice Results
Content Marketing
18%
Email Marketing
18%
Lead Gen
0.0%
64%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%

26. Live Experiment: Control vs. Treatment 2
Learning: The perceived value does not outweigh the perceived cost.
Control: Single Offer, Short Form
*Form fields were chosen by the audience
T2: Choice of Offer, Long Form

27. Live Experiment: Treatment 1 vs. Treatment 2
Learning: The additional Job Title field reduced Lead Gen Rate by 11%.
T1: Choice of Offer, Short Form
*Form fields were chosen by the audience
T2: Choice of Offer, Long Form

28. Dr. Flint McGlaughlin
Dr. Noah Goldstein
28
Dr. Dan Ariely

29. Learn More About Modern Marketing
and Marketing Automation!
 Request a demo or ask a question at sales@eloqua.com
or +1-866-327-8764
 Visit us a www.eloqua.com
 Join the conversation on our Topliners community site
 Connect with us on LinkedIn, Facebook, or Twitter
 Read our It’s All About the Revenue Blog
29
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.

30. Your value prop should tell your
customers how you can serve them,
or how you can’t serve them.
Jon Ciampi
VP Marketing, Business Development
& Corporate Development
CRC Health

31. Experiment #1: Landing page test
Experiment ID: Southern Indiana Clinic
Testing Phase: Value Proposition
Research Notes:
Background: An opiate treatment facility.
Objective: To increase lead generation.
Primary Research Question: Which landing page will generate the most leads?
Test Design: A/B split test

32. Experiment #1: Control

33. Experiment #1: Control
Bad stock
photos
Bad
sequencing
Bad
navigation
and friction
Bad CTA,
lots of
anxiety

34. Experiment #1:
Treatment
Control

35. Experiment #1: Treatment

36. Experiment #1: Treatment
Less
anxiety
Credibility
Sequencing
of
information

37. Experiment #1: Treatment
“This doesn’t fit
my schedule.”
“Not a private
Dr.’s office”

38. Experiment #1: Results
Design
Inq/Click
Control – Previous Landing Page
4.56%
Treatment – Optimized Page
5.45%
Relative Difference
19%

39. Experiment #1: Results, revisited
66% Increase in Admits per Click
Although the inquiries per click were only up 19%
Design
Inq/Click
Admits/Click
Control – Previous Landing Page
4.56%
0.74%
Treatment – Optimized Page
5.45%
1.24%
Relative Difference
19%
66%
!
The value proposition became more exclusive

40. PPC Ads
Sierra Tucson (Value Proposition)
Experiment ID: Sierra Tucson
Testing Phase: Value Proposition
Research Notes:
Background: An addiction and mental health rehabilitation facility.
Objective: To increase clickthrough rate.
Primary Research Question: Which PPC ad will obtain the most clickthroughs?
Test Design: A/B split test

41. Branded PPC
Control
Sierra Tucson Care Center
Considered a Top Recovery Clinic
Get a Free Assessment. Call Now!
Treatment
Sierra Tucson Care Center
Considered a Top Depression
Clinic. Traditional & Alternative
Therapies
Company Logic
We have the most doctors, therefore we have the best care.
Customer Logic
I am afraid to send my husband away to someone who
will not care for him like I will.

42. Non-Branded PPC
Control
AZ Alcohol Detox Facility
Exclusive, Luxury Rehab Facility.
1 Clinical Staff Per 3 Patients.
Treatment
AZ Alcohol Detox Facility
Considered a Top Addiction Clinic
Traditional & Alternative
Therapies
Company Logic
We have the most doctors, therefore we have the best care.
Customer Logic
I am afraid to send my husband away to someone who
will not care for him like I will.

43. PPC Ads: Results
14,000 % Increase in CTR for Branded Ads
3,300 % Increase in CTR for Non-branded Ads
Design
Branded PPC
Non-Branded PPC
Control – Focus on Luxury
0.31%
0.13%
Treatment – Focus on Value Prop
44.2%
4.41%
14,000%
3,300%
Relative Difference
!
Focus on sequencing and where your customer
is in the funnel

44. What we learned…
Make it as easy as possible for your
visitors to convert.
Jacob Baldwin
Search Engine Marketing Manager
One Call Now

45. Background
Experiment ID: One Call Now Free Trial Signup Process Test
Location: Homepage
Test Protocol: TP0004
Research Notes:
Background: The pagination of free trial sign-up process creates too much friction.
Objective: To increase free trial lead capture rate.
Primary Research Question: Which version of our free trial sign-up process will produce higher lead
capture rates?
Test Design: Before and after optimization test to assess whether or not a two-step sign-up process
creates less friction/anxiety as the 4-step sign-up process.

46. Homepage

47. Free Trial Sign-ups
Original:
• Four-step sign-up process
• Word “checkout” to proceed
with free trial?
• If we’re not asking for any
credit card info, why are
there dollar signs ($) on this
page?

48. Free Trial Sign-ups
Treatment:
• Four-step sign-up process
shortened to a single page
• “Checkout” language
changed to “Start Free Trial”
• Removed $ signs

49. Results
55.3% Increase in Lead Capture
By shortening the sign-up process and changing the language in the
CTA, we were able to see significant lead gen increases from our free
trial form.
Experiment 4
Free Trial Sign-up Process Optimization
!
Control Treatment
15.65%
24.3%
%∆
+55.3%
Reduce Friction: Don’t make your visitors work unnecessarily hard to
convert.

50. It’s not what you’re marketing, it’s
how you’re marketing.
Joe Pulizzi
Founder
Content Marketing Institute

51. Content Marketing Funnel
The Messy Middle

52. Forgotten Strategies
Define the Outcome

54. Help Engineers Answer the Most
Challenging Industrial Solder
Questions

55. Create a Content Marketing
Mission Statement

56. Why?

57. Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their businesses.
Why?

58. Welcome to Inc.com, the place where
entrepreneurs and business owners
can find useful information, advice,
insights, resources and inspiration for
running and growing their businesses.
Why?
1. Core target audience
2. What will be delivered
3. The outcome for the audience

59. Forgotten Strategies
Find the Bigger Story

60. We have nothing to talk about that
#5willFind the Bigger Story
– engage our customers.

64. Doing your keyword research
pays off.
Marie Weise
Founder and President
Marketing CoPilot Inc.

65. Experiment #1: Keyword Strategy as Lead
Nurturing Tool
Experiment ID: Grantek.com
Location: Toronto, Ontario
Test Protocol: Increase returning visitors and conversions
Research Notes:
Background: North American B2B systems integration company.
Objective: Create a keyword strategy to support lead nurturing.
Primary Research Question: Can we use a keyword strategy to improve
engagement and conversion?

66. Testing Keywords: Sales team suggested
Manufacturing
electrical energy
consumption
CPU data
Manufacturing
infrastructure

67. Testing Keywords: Sales team suggested CTR
Manufacturing
electrical energy
consumption
CPU data
6.95%
5.9%
Manufacturing
infrastructure
7.7%

68. Testing Keywords: Keyword strategy and data
analysis driven
Machine guarding
Manufacturing
information
technology
Machine safety
Manufacturing data
Plant safety
Access and control
[technology]
Manufacturing cloud

69. Testing Keywords: Keyword strategy and data
analysis driven CTR
Machine guarding
Machine safety
Plant safety
Manufacturing cloud
11.5%
10.6%
11.0%
10.3%
Manufacturing
information
technology
Manufacturing data
Access and control
[technology]
13.5%
19.1%
16.2%

70. Learn from your customers.
Erik Matlick
CEO
Madison Logic

71. Case Study: Global provider of enterprise cloud
services
Experiment ID: Cost-per-Lead: Intent vs. Filters
Testing Phase: Lead Generation
Research Notes:
Background: A data company promoted a white paper associated with the following
topics: Business Analytics, Analytics Applications, Cloud Computing, Risk Management,
Analytical Applications, Business Technology, Security Policies, Application Security.
Objective: Determine if strict filters for job titles are necessary for lead volume.
Primary Research Question: Which form will provide high-quality leads at a
low cost?
Test Design: A/B split test

72. Filtered Campaign*
Non-Filtered Campaign*
Compared
Titles
Senior Management
Executive Management CIO/CTO/CSO
IT Department Manager
Technology Director
Network Systems Administrator
Developmental Project Management
Systems Analyst
Software/Tech Engineer/Developers
Other IT/IS Tech Professional
N/A
80% match in
job titles
CPL
$42.00
$20.00
-52%
*Both campaigns were filtered for companies of 250+, with matched results

73. Global provider of enterprise cloud services
Filtered Campaign*
Non-Filtered Campaign*
Compared
The non-filtered campaign generated
80% match in
intent-qualified leads from 6 additional
Titles
n/a
job titles
job titles that were originally restricted
by the filtered campaign. -52%
CPL
$42.00
$20.00
Senior Management
Executive Management CIO/CTO/CSO
IT Department Manager
Technology Director
Network Systems Administrator
Developmental Project Management
Systems Analyst
Software/Tech Engineer/Developers
Other IT/IS Tech Professional
*Both campaigns were filtered for companies of 250+

74. Results: Global provider of enterprise cloud
services
35% Increase in Leads Generated
with a 52% reduction in cost-per-lead
Design
Leads Generated
Cost/Lead
Control – Strict filters for job titles
375
$42
Treatment – No filters for job titles
506
$20
Relative Difference
35%
-52%
!
There was 4x greater campaign reach with the treatment

75. What we learned…
Understand your buyers and their
buying cycle so you know which
responses are and are not leads.
Shelby Britton
Senior Product Marketing Manager
Adobe Systems

76. Before and after funnel
Before
After
eLearning Play
“One-off strategy”
Marketing Play
“Best Practices” or
“Solution” webinar
“Product” webinar
Competitive
comparison
Trial/
training
webinars

77. After funnel
eLearning Play
Marketing Play
“Best Practices” or “Solution”
webinar
“Product” webinar
Competitive
comparison
Trial/
training
webinars

78. Old and new titles
Old Titles
Next Generation Web Conferencing
Introduction to Acrobat
Connect Pro
Web Conferencing Tips for Training and Education
2013 Titles
How to be a Great Webinar Moderator
From Blah to Aha:
Engaging Learners in the
Virtual Classroom
Creating Engaging and Fun Virtual Learning

79. Old and new titles
Old Titles
2013 Titles
75% increase in Open Rate
From Blah to Aha:
120% increase in Clickthrough Rate
Introduction to Acrobat
Engaging Learners in the
Connect Pro
From the overall new Virtual Classroom
promo strategy
Next Generation Web Conferencing
Web Conferencing Tips for Training and Education
How to be a Great Webinar Moderator
Creating Engaging and Fun Virtual Learning

80. Thank you!
Pamela Markey
Senior Director of Marketing
MECLABS
@PamelaMarkey
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein

81. See Daniel Burstein, Director of
Editorial Content, and Pamela
Markey, Senior Director of
Marketing, MECLABS, discuss the
top takeaways from Lead Gen
Summit and answers questions
from the audience!
Click here!
Access other webinars