B-to-B insights: 57 Channels (And Nothin On?)

Marketers are good at micro testing — measuring the effects of lists, offers and copy within the confines of one promotional stream. Apply those skills to macro testing to test the incremental lift of entire channels.

There's no foolproof testing method that allows us to determine the incremental lift of every promotional channel — especially for social media and search engine optimization. There are, however, techniques to test the lift of push promotions like catalogs, outbound phone calls, emails and even pay-per-click campaigns. To do this you must control promotional activity to a specific customer segment over a given period of time.