Overcoming the Challenges of B-to-B Marketing: Using Testing and Optimization to Increase Lead Generation and Conversion

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B-to-B lead generation is a balancing act that requires marketers to:

* Balance lead quality with lead quantity.
* Manage competing demands for website real estate.
* Reconcile corporate branding guidelines with campaign performance goals.

In this white paper, we outline practical approaches for addressing these three challenges. It is only through online testing and optimization that marketers can begin to understand the trade-offs associated with their decisions. Why? Because testing and optimization is the most practical way to be certain of your customers’ preferences.

Get ready to embrace the differences between you and your colleagues, and adopt the maxim, “Let’s test it!” Your customers (and your executives) will be glad that you did.

In this article: