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The two images convey the same message differently, and that difference is important. The Before image states a goal, "Optimize the Value of Your Online Marketing". This is an excellent goal. It is followed by a paraphrased quote (the traditional version is usually attributed to John Wanamaker) that most people have felt -- if not stated -- regarding their online investment many times, "I know half my website investment is being wasted, I just don't know which half."
Again, it's an excellent goal and a truthful statement. The problem is that it doesn't really drive any visitor action. Both are good; yet, the desire is to craft something that gives visitors a reason to explore more and to engage with the site. Our concern is attracting those visitors who meant to be on the site and to make them stick long enough to take a desired action.
To generate that desired outcome, we say the same thing differently. We create a message that includes an actionable event in the After image, that message being that by attending the Emetrics Summit, you will be more valuable to your company and clients, and this will allow you to make your website more useful to your visitors.
A slight change in phrasing and we've answered "What am I going to do?" and inferred that you will be even more "okay" after than when you started.
Next: Changing a negative into a positive