HOW TO: Refine your digital marketing
Most B2B marketers today understand the importance of testing. A quick change in a subject line, some copy, or an offer can dramatically alter the performance of a campaign. However, the question we all face as marketers, is what result we should be testing against. In B2C marketing, it is often significantly easier, as campaigns are often designed to drive explicit purchase behaviour, and success can be measured against revenue results.