<< by on October 1st, 2013
Flint McGlaughlin, the CEO of MECLABS, talked about how marketers can radically improve what they do by rethinking who they are. Dr. McLaughlin’s training as a philosopher has been a core driver of what he and MECLABS does in conducting rigorous research and experiments to understand buyer behavior and increase sales revenue. So, this session was geared toward getting marketers to apply philosophical thinking to what they do.
Dr. McGlaughlin talked about an experiment conducted with PRNewswire to increase leads for a particular product. Here is the control page:
Here is the treatment:
The treatment increased the rate of conversion by 112% by better expressing the value proposition through every element of the page.
What Is Your Value Proposition?
PRNewswire has been in business for more than 60 years, and as the PR industry has drastically changed, they have had to as well. So, they had to rethink what their value proposition was. This is more than just making small changes to a landing page – it’s challenging the very core of who they are and what they do.
The Greatest Challenges to Marketing
As marketers, many of us have lost the passion for what we do. We’re in a fast-paced, ever-changing, deadline-driven industry, and we’ve begun to lose sight of why we do what we do.
Dr. McGlaughlin described the 4 biggest challenges to marketing:
The Marketer as Philosopher
“I’m not satisfied with just skill. I want wisdom.” -Dr. Flint McGlaughlin, Lead Gen Summit 2013
We’re too busy to be effective. We’re going too fast to get things done and not questioning if it’s effective. We’re too far into the tactical weeds to think about the strategic. According to Dr. McGlaughlin, this is where marketers begin to lose sight of the “why” because they’re too bogged down with the “how.”
Everything we do should be focused on the customer and providing them with value and utility. By taking a more holistic view of how to do this, we can begin to shift our focus as marketers and move the needle with sales and revenue.