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Positioning · Professional Services

Use Message Testing as Insurance for Campaign Success

A B2B organization investing in demand generation across five verticals, with multiple decision makers and a variety of offers in play.

Positioning Professional Services Research Campaign Management Digital Marketing
Positioning · Professional Services
The story

One narrative from constraint to consequence.

A B2B organization investing in demand generation across five verticals, with multiple decision makers and a variety of offers in play.

Improve demand generation across five verticals, multiple decision makers, and a variety of offers — without betting the campaign on untested messaging.

We identified the relevant topics and themes, created messaging tailored to each market segment and persona, then tested the messages — evaluating open-to-click rates. The best-performing message converted at 2–3x the average.

The optimized campaign quadrupled MQLs (completed forms) and SQLs (tele-qualified, added to CRM). MQL-to-SQL conversion rose from 18% to 22%. The optimized campaign quadrupled MQLs (completed forms) and SQLs (tele-qualified, added to CRM). MQL-to-SQL conversion rose from 18% to 22%.