Test only one variable of a B2B ad campaign at a time, Heinz Marketing's Bailie Losleben writes. Keep assiduous records for future use and play around with the call-to-action to see what garners the desired result. Consider a color change or swapping out a photo to breathe new life into an old product. Finally, test multiple variables with various target audiences to find the right formula, Losleben writes.
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