MarketingSherpa Webinar Archive Testing: A discussion about SAP's 27% lift in incremental sales leads
Daniel Burstein, MECLABS, and Shawn Burns, SAP
In this MarketingSherpa webinar, we spoke with Shawn Burns, Vice President, Digital Marketing, SAP.
Watch his real-world success story about how he built the right team, laid out a process and implemented a platform for a testing program and testing culture at SAP.
In this webinar, you will learn:
How Burns launched a testing and optimization program at this global organization SAP’s Test Lab results — 27% lift in incremental leads, 20% digital marketing budget savings SAP's testing strategy, beginning with registration forms through design and layout, and finally, content and offers The "aha moment" when the team realized content and offers drove the most dramatic improvements The importance of finding a "single source of truth" with data analytics The creation of a process to prioritize testing across a large, multinational company How the Test Lab creates an "insights book" to retain learnings from the testing and optimization program And more … Download the slides to this presentation