Marketers embrace digital content testing – Labs look at everything from user experience to registration forms to optimize content

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB

As b2b marketers expand their use of digital content on websites and in newsletters, ad campaigns and social media channels, they are setting up labs and implementing rigorous testing processes to optimize that content.

While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.

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