Dedicated to Discovering How People Make Choices
Watch a video replay from Lead Gen Summit 2013 to learn how the team at Adobe adjusted its content approach to provide potential customers valuable content rather than launching a generic sales pitch.
We really felt like we had to add value first for our target audience before we should ask them to take a look at our product, and that is where you see a lot of our promotion going into.
— Shelby Britton, Senior Product Marketing Manager, Adobe Systems
When Adobe's email leads were not producing as many sales as the company hoped, Shelby Britton, Senior Product Marketing Manager, Adobe Systems, and her team decided to alter Adobe's sales funnel.
The team changed the overall strategy for webinar content, invites, landing pages and the follow-up process. This experimentation taught the team that, by starting a "solutions" webinar rather than a "product" webinar, their prospects gained more value.
This switch resulted in a 75% increase in open rate, a 120% increase in clickthrough for emails and as much as a 500% improvement in conversion.
Watch the full session to learn how to customize your sales funnel and better engage potential customers.
The Boston Globe: Discovering and optimizing a value proposition
Learn from Peter Doucette, Executive Director of Circulation Sales & Marketing, The Boston Globe, on how he optimized his entire business.
Learn how we utilize the scientific method to create real-world experiments and the three defining characteristics of the MECLABS Institute methodology