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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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4. Experimentation and Optimization

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When I began my tenure as SiteSpect’s Chief Marketing Officer in 2007, I had never used an experimentation tool, but I’d had plenty of experience with the notion of testing. Having run dozens of direct response campaigns, I was used to the idea of testing different creative treatments to understand which version pulled better, or in other words, garnered the most responses.

The concept of online experimentation is much the same: Which version of tested content, layout, navigation, and website features (among other things) do visitors prefer? If you don’t have a way of testing and tracking that information, you ...

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