Imagine. End of the quarter is few weeks away. As head of marketing, in your Salesforce instance you run the latest campaign tagged opportunity report or look to your pre-defined dashboards for numbers due to close within the quarter. Outstanding Commit numbers look good; the leads that your team generated months earlier look to have hit the mark, they’ve been converted, moved along in the funnel and you’re in sync with sales. You’re going to hit your contribution numbers for the quarter.
Science, substance and stories. The advent of the Marketing Technology Officer and some rigorous questioning of where you stand in the value creation process make this article from McKinsey a highly commendable read . . . Read more
OK so Albert Einstein really didn’t write a guide to increasing conversion rates. Instead, he just unlocked a few secrets of the universe 109 years ago (when he was 26, by the way).
Throughout his career, Einstein came up with some brilliant quotes and in reading through some of his best it’s clear he could’ve mastered the science (and art) of conversion rate optimization. Of course, it’s also silly to say that because if he were alive today he’d probably be giving back to humanity in some way other than trying to get us all to buy more stuff.
Here are some of his best quotes and how they apply to the world of optimizing conversions: Read more
When a waiter gives you a small token of appreciation like a mint along with your bill, the chances of you giving him a tip are significantly higher. That’s because your brain is hardwired to be biased towards reciprocity. Scientists call these quirks in our brain cognitive biases. But our brains are not designed like computers, where every rule in the world of zeros and ones are literally interpreted and executed to a tee. Instead, our brains have evolved to take shortcuts in order for us to conserve energy and increase our processing speeds. But these very mental shortcuts result in perceptual distortions, inaccurate judgments, and illogical conclusions. It’s basically what makes us – well, human. Read more
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- Catching the Slipped Commit February 17, 2018
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