When Ann Holland from MarketingSherpa asked Dave Elkington and I to present XANT’s research findings back in 2007, I’ll admit we were excited for a chance to “show off” a little bit what we thought was some “pretty cool little research” on lead management and lead response.
To say that the response since then has exceeded our expectations would be a major understatement. That same research has practically spawned the the entire lead response management industry, and I’ve seen at least ten follow-up studies from other sources since.
So when Ann contacted me to let me know she was moving on from MarketingSherpa, I was both surprised and intrigued to see where she was going.
Ann’s had an ear to the ground, and her finger on the pulse of sales and marketing, especially in B2B, for a long time now. She’s an industry insider in the best sense of the word, and the work she did at MarketingSherpa helped make it one of the most respected thought leaders in professional sales.
One of her two new ventures, Which Test Won? is a fascinating take on split variant marketing testing. Using actual samples of marketing content, she has users predict which content actually performed better in use–and then show the actual answer. It’s still ramping up, but this is the type of real, actionable data that we marketers can use in our everyday work with a vengeance.
Check out the Web site here.
Her other site, Subscription Site Insider, gives users a well-informed view of how to better manage their subscription Web services, with great content on managing legal issues, renewals, content, and more.
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