How A Fail-Fast Philosophy Led To High Returns

ServiceMaster Solutions, a commercial cleaning and janitorial service, drove a 9% conversion rate and a 150% increase in lead generation through a direct-response marketing model. David Kirkpatrick explains how, starting with the willingness to try -- and possibly fail -- as long as it leads to a lesson learned. The tactical steps include testing and tracking internal responses to leads. The outcome produced a 1,500% return on investment for search engine optimization and 200% ROI on paid search.

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