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Optimization in Marketing

Crawl, Walk, Run: Evolution of a B2B Optimization Program

Duration: 50 minutes


Jenn Andrus

Jenn Andrus

Head of Digital Experience and Innovation


Passionate B2B marketing leader with a demonstrated history of building and scaling digital experiences across paid, owned, and earned channels.

About The Session

Balancing today’s objectives with tomorrow’s vision can be a challenge. If you want your conversion optimization program to grow with your business, building for scale from the get-go is imperative.

From getting buy-in to proving impact, Erin and Jenn from Qualtrics will showcase the three levels of optimization maturity, real examples of B2B optimization at each level, and how to build a program that scales. 

Key Take Aways

  • What is important to focus on at each maturity stage of your program
  • How to mature from simple A/B testing to personalization at scale
  • Measuring program impact and getting leadership buy-in
  • How to set up and scale your optimization program for long term success