Archive for the ‘Events’ Category

Live From MarketingSherpa Summit 2016: Humana on the power of iterative testing

February 22nd, 2016

This is Ken Bowen, reporting live from the Bellagio hotel in beautiful Las Vegas for MarketingSherpa Summit 2016. For over a decade, Email Summit has been one of the most exciting weeks of the year for email marketing practitioners.

This year, just when you think you’ve got it all figured out, we’ve gone and changed the rules.

Instead of just email, we’ve expanded our focus to also include content marketing, social media, mobile and data.

As Managing Editor of MarketingExperiments, MarketingSherpa’s sister site, I’ve had the privilege of working closely with all nine presenters on the Digital & Data track over the last several months. These marketing leaders are on the bleeding edge of disciplines like behavioral economics, account based-marketing, audience and demand generation, individualized marketing, customer satisfaction quantification and even data-driven direct mail.

It’s been a wild couple of months leading up to the event — full of late nights at the office, jamming brainstorming sessions into every break and those crazy evenings where you shoot out of bed at 3:00 a.m. with the perfect slide idea. The exclamation point came yesterday, when a modest flight from our home base in Jacksonville, Florida to Las Vegas managed to turn into a 22-hour Homeric epic that played out like a mix of The Terminal and Home Alone.

And I’ve loved every minute of it.

Read more…

Lead Generation: Perceived value and cost of free incentives [Live test from Lead Gen Summit preview]

September 30th, 2013

At MarketingSherpa Lead Gen Summit 2013 in San Francisco, marketers will have the chance to participate in a live test, straight from the event. As tradition, MECLABS will offer an exciting live test with transferrable takeaways marketers can apply to their own lead generation efforts. This year MarketingSherpa teamed up with Act-On, premier sponsor of Lead Gen Summit 2013, to conduct a landing page test to discover which incentives are more effective for generating leads.

“Something we all wanted to is make the audience aware that yes, they can run tests just like this,” Kyle Foster, Research Manager, MECLABS, said.

As Summit sessions and festivities commence, let’s take a look at some background information on the test.

Test Objective: To determine if a single incentive versus a selection of incentives is more effective for generating leads on a landing page. We are also seeking to discover whether a choice of incentives increases the perceived value of the incentive and will encourage visitors to offer more information for higher quality leads.

Research Questions:

  1. Which incentive approach will generate the most leads per visitor?
  2. Which form yields a high lead generation rate?

Test Design: A/B/C Split Test


The Lead Gen Summit 2013 live test will consist of one control landing page, with two treatments. On the control, visitors will encounter a short form and will receive one free e-book in the form of a MarketingSherpa Quick Guide, with the topic selected by audience members at Lead Gen Summit.


Control page


The first treatment will also consist of a short form, but this time visitors will have their pick of one of three Quick Guides MarketingSherpa offers.


Treatment #1 


The first research question applies to the control and the first treatment. Will a choice of incentive offer, the e-book, result in more leads generated from the page?

A second treatment page will also be employed for the test, only this time, visitors will encounter a long form and a choice of free e-book. The second research question applies to treatment 1 and treatment 2: which form, long or short, yields a higher rate of lead generation?


Treatment #2


To drive traffic to the site, MarketingSherpa and Act-On will be sending an email with links to the control and two treatment pages to MarketingSherpa Newsletter subscribers as well as recipients on Act-On’s list.

Marketers will have to wait until Lead Gen Summit is underway to see which page wins. However, here is a breakdown on each page if it turns out to be a winner:

Control win: Choice of incentive does not have a greater perceived value than the single offer visitors were given, and having the choice of e-book may cause friction and hinder lead generation.

Treatment #1 win: Choice of incentive increases perceived value of the free e-book higher than the single incentive, and the perceived value of choice does not outweigh the perceived cost of a longer form to fill out. We will also learn which incentive choice the leads are most interested in.

Treatment #2 win: Choice of incentive increases the perceived value of the incentive, just like the first treatment. At the same time, the perceived value of the choice of incentive outweighs the cost of a longer form and ultimately, generates a higher quality of leads. Similar to the first treatment, we will learn what incentives leads are more interested in choosing for their incentive.


If you are an attendee at Lead Gen Summit 2013, you will have the chance to see the results of the test unfold in real time. Also, Summit attendees will have the opportunity to directly impact the test by selecting the incentives, how many form fields the long form treatment page should have, and what they should ask customers.

“They will be able to choose the outcome of the test. We will implement their changes and run the test. There will be results based on what attendees want to learn,”  Brittany Long, Research Analyst, MECLABS, said.

Don’t miss the live test launch during the “Welcome and Introduction” session on Tuesday, October 1, presented by Flint McGlaughlin, Managing Director, MECLABS.

If you are not a Summit attendee this year, learn all of the results as well as additional background information on the development of the test in an upcoming MarketingSherpa case study. Be sure to follow #LeadGen2013 on Twitter to stay connected with updates on the live test, as well as sessions and events at Summit.

“This is a test that, regardless of the outcome, it will lead to a learning for everyone,” Brittany said.


Related Resources:

Lead Gen Form Optimization: Why a lower conversion rate can be a good thing

Customer Motivation: 3 steps to help you stop thinking like a marketer

Landing Page Optimization: 6 common traits of a template that works

MarketingExperiments Summits: Pick a city for a chance to win a ticket

August 19th, 2011

Here at MarketingExperiments, we’re big believers in quantitative research. A/B split tests. Multivariate testing.

But, sometimes it doesn’t hurt to do a little qualitative research as well. Or as my Mom always says, “You’ll never know unless you ask a question.”

So I have an (incentivized) question for you – where do you want to go in 2012? Literally.

We were recently debating locations for our 2012 events, and while everyone on the event team has some pretty strong opinions, frankly, you know the answer to this question better than I do.

Share your opinion for a chance to win a $1,695 marketing summit ticket

So, we thought we’d hold a little unscientific, qualitative research.

Simply put, which city or cities would be most appealing to you for a future marketing event?

Let us know from the list below for your chance to win a ticket to a future MECLABS Summit, such as B2B Summit in San Francisco or Boston, Email Summit in Las Vegas, or the 2012 Optimization Summit in…well…you tell us….

(and if there are any cities we’re missing, feel free to let us know in the comments section below)


Congratulations to  Carol Reid, Owner/Marketing Consultant, Carol Reid Marketing, winner of a free ticket to a MECLABS summit. She has chosen the upcoming B2B Summit in San Francisco.

Related Resources:

Never Pull Sofa Duty Again: Stop guessing what your audience wants and start asking

Value Proposition: How to use social media to help discover why customers buy from you

New Marketing Research: 3 profitable traffic sources most marketers are ignoring

Marketing Intelligence: 3 ways to better serve your customers (and your bottom line)

Marketing Intelligence: 3 ways to better serve your customers (and your bottom line)

June 24th, 2011

customer pollsYour potential customers are ignoring the work you’ve invested thousands of dollars and hundreds of hours into as you’re reading this sentence. That’s why we spend so much time on the MarketingExperiments blog talking about optimization. Because the less people ignore us, the more we can contribute to that ever fragile bottom-line.

But in order to stop being ignored, we have to get to know who we’re talking to. In the end, it’s all about sparking conversations and developing relationships with real people.

Knowing who those people are (and what they truly need) is harder than it seems. How can you gain this valuable marketing intelligence about your potential customers?

Let me tell you a story…
Read more…

Live Experiment (Part 2): Real testing is messy

June 10th, 2011

As discussed in my last blog post, we reviewed how the marketing force of 200 marketers at Optimization Summit was utilized to design the following test:


Control (click to zoom)                              Treatment (click to zoom)

You can read the experiment details, how we got 200 marketers to agree, and few insightful reader comments in Wednesday’s post. In this second post now, as promised, we will look at the results and what insights might be gained from them. Read more…

Live Experiment (Part 1): How many marketers does it take to optimize a webpage?

June 8th, 2011

Last week I had the privilege of being in the world’s tallest hotel in the Western Hemisphere, joined by over 200 other “nerdy” marketers, for what was the first-ever conference hosted by MECLABS on the topic of optimization and testing. Overall, it was a value-packed week.

But what I found most uniquely valuable about the Optimization Summit was a surprise live experiment in which the audience was asked to optimize and test a marketing campaign during the course of the conference. I had a backstage pass to what would become a thriller of an experiment, with many ups and downs, bends and turns. The only thing I could compare it to while in Atlanta was trying to hold two suitcases while free-standing on MARTA (which I successfully did by the way).

All in all, I learned a lot about testing in the process, and in the next two blog posts, I’d like to break out some of the key insights I walked away with. Read more…