If generating demand for your product is a struggle, rest assured that you are in the majority. 63% of marketers say their top challenge is generating traffic and leads. So what's a marketer to do? We say: hypothesize and experiment. Join us for this free seminar where SurveyMonkey will share how their marketing team experiments and optimizes different parts of their demand gen machine. You'll hear real stories, tactics, and outcomes that will inspire your own demand gen experimentation.

1. Cara Harshman
Experimentation Evangelist,
Everywhere
Optimizing Your B2B
Demand Generation Machine
How experimentation helps you do more with less
Aliza Edelstein
Senior Manager, Demand Generation,
SurveyMonkey

2. Hi! We’re Cara and Aliza.
Experimentation
Evangelist,
Everywhere
Senior Manager,
Demand Generation,
SurveyMonkey

3. Outline for today’s webinar
• Define the Lead Lifecycle /
Buyer’s Journey
• Why experimentation is vital
• Experiments for the Lead Lifecycle
• Takeaways from each
• What you can do today

4. The B2B lead lifecycle
Consumers say goodbye to handholding and hello to
autonomy

5. The B2B lead lifecycle
Consumers say goodbye to handholding and hello to
autonomy
• B2B buyers are typically 76% through the purchase process
before they reach out to a brand
• Critical to reach buyers at all stages of that process, not just
when they’re ready to buy
• 86% of buyers are using digital to research potential purchases

6. Lead Lifecycles
● Get the most engagement from every interaction
● Maximize the ROI of your marketing campaigns
● Reduce risk of developing digital campaigns that don’t
generate leads
● Ensure that you’re delivering a best-in- class experience to
your prospects and customers
Experimentation

7. The art of testing
Right
Person
Right
Lifecycle
Stage
Right
Experience

9. Specific experiments for the
Lead Lifecycle
Top of the funnel:
• A/B pre-test ads before launch
• Dynamic keyword insertion on landing pages
Middle of funnel:
• Optimizing forms for conversion and quality
Bottom of the funnel
• Mitigate churn of at-risk customers

10. Observations
Data trends
User feedback
Learnings
Product decisions
Business impact
Hypothesis
Develop theories
Build experiments
Scientific method for business results

11. Our survey platform has been the market leader since 1999
SurveyMonkey is the world’s largest feedback company
3M
Survey
responses daily
99%
Fortune 500
25M
Customers
worldwide

12. Tests across SurveyMonkey’s businesses are unique!
Forms
Platform
Solutions
Surveys
Salesforce Marketo EloquaIntegrations

13. Observations
Data trends
User feedback
Learnings
Product decisions
Business impact
Hypothesis
Develop theories
Build experiments
Scientific method for business results

14. TOP OF THE FUNNEL
Experiment #1:
Pre-test ads before launch

15. Observation:
One ad set had weaker performance on paid social than average of others

16. Hypothesis:
Offering a clearer value prop & using different copy to emphasize benefits
would increase performance (higher CTR)
B
Stop wasting
money on
terrible ads
Test B: benefitsTest A: features
A
Get “The Lean
Marketer’s Guide
to Concept
Testing”

17. Learnings & results:
“Features” Ad A scored highest and resonated more with target audience
Attributes Tested Ad A - features Ad B - benefits
Relevance 48% 41%
Quality 28% 14%
Uniqueness 19% 15%
Clarity 55% 49%
Believability 25% 16%
Likeability 50% 40%
Attributes Tested Ad A - features Ad B - benefits
Convincing 51% 38%
Confusing 13% 15%
Irritating 17% 33%
Unique 35% 34%
Memorable 40% 36%
n = 309Statistically significant

18. Learnings & results:
“Features” Ad A scored highest and resonated more with target audience
Ad A - Features
Save money/time
Tips on testing concepts
More convincing, direct, factual
Too basic
Unclear
Ad B - Benefits
Save money/time
Tips on testing concepts
Too salesy
Too colloquial
Too negative
Not believable
Free alternatives

19. Learnings & results:
Use qualitative feedback to ideate new ads that target buyers explicitly
told us they’d be receptive to
Explicit DataImplicit Data
+
Improved ad: +43% CTR
=

20. Learnings & results:
Conduct buyer persona research; honor buyer sophistication
+43% click-through rate

21. Takeaway:
Set up an ad testing framework
1
Know your
ideal customer
2
Find messages
that resonate
4
Measure,
iterate & refine
3
Reach them
at scale

22. TOP OF THE FUNNEL
Experiment #2:
Drive more relevance at scale for your prospects

23. Observation:
Did not have a method of scaling relevance of SEM landing
pages for our vast variety of use cases

24. Hypothesis:
Dynamically inserting header text on landing pages that
matched search keyword intent would increase sign-up rate
Test: dynamic header text:
“Polls”
Control: static header text
Survey-related terms
Test: dynamic header text:
“Questionnaires”

25. Learnings & results
Test more relevant landing page copy
+92% sign-up rate

26. Takeaway:
Leverage dynamic keyword insertion to match search terms
Test dynamic
keyword
insertion
Create a
single variant
landing page
Spectrum of sophistication

27. MIDDLE OF THE FUNNEL
Experiment #3:
The form dilemma, so many experiments!

28. Observation:
Forms submissions are synonymous with leads. Our goal as demand gen
marketers is to drive people to complete a form.

29. Warning:
Be very thoughtful about how you optimize forms because you create a
data/conversion tradeoff.
Form A
- Fewer form fields
- High conversion rate
- Low data quality
Form B
- More form fields,
- Low conversion rate
- Higher data quality

30. Advice:
Use third party data providers to enrich your lead data (especially when
you experiment and remove fields).
Data Enrichment
providers we like:
- DemandBase
- ClearBit
- StrikeIron

31. BOTTOM OF THE FUNNEL
Experiment #4:
Mitigate churn of at-risk customers

32. Observation:
Messages to customers at risk to churn are primarily billing-focused, not
value & utility-focused

33. Hypothesis:
Re-engaging at-risk customers with email & in-product nudges,
rather than billing notices alone, will increase renewal rate
Control: billing noticeTest: value driven re-engagement messaging

34. Test:
Re-engagement banner
Control:
Billing page
Test:
Re-engagement pop up
Hypothesis:
Re-engaging at-risk customers with email & in-product nudges,
rather than billing notices alone, will increase renewals

35. Learnings & results
Lead with value proposition before loss threat
+344% auto-renew “on” rate

36. Takeaway:
Define “a ha!” moment of product and work to repeat that
Timely email Sequenced,
omni-channelSpectrum of sophistication

37. Specific experiments for the Lead Lifecycle
A/B pre-test
ads before
launch
Dynamic
keyword
insertion
Form length Churn
mitigation

38. What now? Go forth and experiment.
1. Choose a stage in the lead lifecycle that needs attention.
2. Choose the metric you want to optimize.
3. Create hypotheses on how to move that metric.
4. Prioritize the experiment-based on potential ROI and cost.
5. Run experiment(s)!
6. Measure impact on your primary metric.
7. Plan iterative tests.

39. @surveymonkey
surveymonkey.com/business
audience.surveymonkey.com
Question time with Cara and Aliza.
@caraharshman
optimizely.com/get-started

40. Thanks!