Director, Sharp Ahead
Dr John Woods MBA is a scientist turned technical marketer. Originally an astrophysicist and software developer, he was a pioneer of the web analytics in the UK, founding Site Intelligence in 2000 and subsequently working in several innovative startups in the digital marketing technology world. At his new agency Sharp Ahead he specialises in implementing and optimising lead generation programmes for niche B2B companies with high value, low volume products and services.
In niche B2B markets individual transactions can be worth thousands or millions, but the number of transactions is very small. So conversion optimisation techniques like A/B testing are difficult to apply. I’ll talk about some of the difficulties and the approaches that work best for optimising conversion in high value, low volume situations.