User Experience Research and Analytics Help Evantage Consulting Generate Powerful Leads Online

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Andrew Janis, Senior Marketing Consultant with Evantage Consulting, will present “B2B Lead Scoring” at the eMetrics Marketing Optimization Summit on March 7.

Andrew Janis, Senior Marketing Consultant with Evantage Consulting, will present “B2B Lead Scoring” at the eMetrics Marketing Optimization Summit on March 7. The breakout session is part of the B2B Marketing Metrics track of the national conference, which targets companies that manage direct sales forces or distribution chains.

“B2B Lead Scoring” examines how Evantage Consulting helped its client create a product-launch website strategy to help identify potential customers. Three elements formed the core of this strategy: creating an engaging and intuitive user experience to drive site usage, integrating analytics from the beginning to capture leads and measure performance, and adherence with privacy laws.

“This combination resulted in a website that was converting nearly 40% of site visits to leads vs the one half of one per cent – prior to the strategy,” said Janis. Analytics tools allowed Evantage to give the client’s sales teams prospecting lists with potential customers’ company names and product interests while protecting privacy.

To deliver leads, Evantage kept the website simple. There were no long forms or requests for unnecessary information that could discourage potential customers from responding .

Janis will present the product launch microsite case study and will also cover the challenges companies may face when lead generation strategies use free tools. “When using marketing analytics tools, it’s important to have smart people on the implementation team who understand how to use the tools,” Janis explains. “We have to work within privacy laws and terms of service as we generate meaningful leads.”

For more information about the eMetrics Marketing Optimization Summit, March 4-9, 2011, visit For more information on the B2B Lead Scoring session, visit

About Andrew Janis
Andrew Janis is a Senior Marketing Consultant with Evantage Consulting. He is passionate about helping companies use the data they collect to make better, more strategic decisions to improve their online presence. Andrew is a repeat presenter and panel facilitator at the eMetrics Marketing Optimization conference, Minnesota Interactive Marketing Association (MIMA) Summit, and other regional and national conferences.
Janis and all the other Evantage consultants blog about user experience design at

About Evantage Consulting
Evantage Consulting solves complex problems creatively to help business leaders realize breakthrough results and deliver successful new products and services. The firm applies its strong analytics orientation across a holistic spectrum of data to create highly usable, intuitive and marketable products and services. Evantage specializes in user experience and analytics, integrated web strategy, business performance consulting and innovations in health care.

Founded in 1999, Evantage Consulting is headquartered in Minneapolis, MN. For more information, visit Evantage Consulting is also proud to be a two-time winner of the Minneapolis-St.Paul Business Journal’s Great Places to Work award.

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Robin Carpenter
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