Lead Generation For Dummies
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All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what's working and what isn't.

A marketing team that doesn't test often is a marketing team that is blind to what their leads are doing. So what do you do? Build testing into your campaign creation and measurement process, and make sure testing is ingrained in each and every team member's minds. Each of your marketers should test his campaigns on a regular basis, or you can even have someone on staff who specializes in (or who highly enjoys) testing.

Testing in lead generation and marketing is akin to the scientific method:
  1. Communicate a question.

  2. Hypothesize the answer.

  3. Formulate your predictions.

  4. Test those predictions.

  5. Analyze the results.

Marketers typically use a few standard testing types to test their campaigns. You can test just about any aspect of a campaign — from channel used, to copy created, to subject line, time of day sent, and more. So get creative with what you're trying to find out. The more you know, the more you grow!

Depending on what you want to test, you can use

  • Your marketing automation platform

  • A solution that specializes in testing, such as Optimizely

  • Google Analytics to track changes you have made

In some cases, you may not even need additional testing help. For instance, if you post two messages on a social channel, you can track yourself which post has more shares and engagement.

About This Article

This article is from the book:

About the book author:

Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.

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