Change Marketing from a
Cost Center to a Growth Driver

Following a series of nine key steps can help you drive strong business growth by delivering a substantial, predictable sales pipeline.

Step 9:  Test and Optimize

While a quality marketing automation platform (MAP) can help you save time, increase reach, and clearly measure performance, to truly maximize the impact of your demand gen program, you’ll need to get hands-on again. How? By regularly trying new things and comparing results.

This process of ongoing testing and continual improvement is the key to optimizing outcomes. A classic example is A-B testing of email elements like subject lines, headlines, or calls to action (CTAs). By trying different opening messages, you may find that one nudges up your open rate or engagement time. Similarly, swapping out a text link CTA for a colorful new button may drive more click-throughs.

Keep in mind that even incremental improvement can have a profound impact at scale. A 0.5% increase in clicks may seem minor, but if your email list includes 5,000 prospects, that could mean 25 more potential customers engaging with your content and moving one step closer to a sale.

This same mindset and methodology apply at a macro level as well. Would your content perform better packaged as an ebook, or possibly a video or infographic? Do prospects stay interested over an eight-touch nurture journey, or would condensing your messaging to six emails increase engagement? Does gating certain assets reduce lead volume, or will you see more MQLs because more people self-qualify sooner, making the prospects you do target more likely to convert?

Over time, regular testing and optimization can have a powerful cumulative effect. Once you’ve done the hard work of setting up your demand gen engine, fine tuning it for optimal performance can help you go well beyond performance targets to deliver pipeline and revenue numbers that are off the charts.

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In Summary

If you’ve enjoyed this series and found our breakdown of the nine steps to achieve pipeline growth helpful, you can download an ebook with all of this information in one convenient, reader-friendly document. The ebook is free to download and share, so don’t wait to get your copy.

If you’re ready to take the next step and change marketing from a cost center to a growth driver in your organization, we’d love to chat. Reach out for a free consultation and initial strategy recommendations today.