HOW-TO | What a difference 1% makes…

If you haven’t looked critically at your lead funnel lately, it could be time.

Just today I was reminded how impactful the smallest marketing improvements can be.
Especially when made in the right context and with the right test-and-learn approach.

 

The case goes like this…a software firm decided to investigate the impact of buying personas.
For that purpose they conducted A/B split tests using the three variables:

  • market segmentation (warm and cold leads)
  • content (adapted to their different buying personas)
  • media (fixed as email with customer engagement measured by open/click rates)

The results?
The firm made sure that their results were focused on one sales funnel stage only, ‘Marketing Qualified Leads’ (MQL). According to the campaign results, they were able to increase their MQL conversion rate from 5% to 6%.

This may seem like an almost negligible difference, but given the complexity and value of the sale, the uptick yielded a 20% bottom line increase.

 

Simple. Elegant.

Plus I’m keeping it short on purpose – it’s Bank Holiday weekend after all! And the sun seems to be cooperating, so go have a great one!

But don’t forget to pencil in Wednesday, 27 September. Big news coming.

And if you can’t wait – then just click above!