How to Fix Your Reporting When CRO Results Decay Over Time
You got a 31% lift from that A/B test? Cool. Now ask yourself: “will that number still hold in 6 months?" If you’re in marketing or growth, you’ve probably seen this happen: - You [...]
The Custom Form That Supercharged HeyMarvin’s Inbound Funnel
For high-velocity sales teams, the lead capture process isn’t just an operational detail; it’s a competitive edge. Every minute lost in routing a lead is a minute your competitor could be winning them over. [...]
How to Build a Culture of Experimentation That Doesn’t Fall Apart When People Leave
Let’s be honest: most experiments won’t “win.” And that’s fine—because the real goal of enterprise experimentation isn’t a single A/B test. It’s building a system that consistently delivers insights, revenue, and resilience across teams. [...]
Enterprise A/B Testing: Why It Fails and How to Build a Culture of Experimentation
It’s not budget. It’s not headcount. It’s not tech. The biggest blockers to experimentation in enterprise organizations are cultural. When experimentation is treated like a side project—or worse, a threat to the status quo—it’s [...]
How to Roll Out a Product-Led Growth (PLG) Strategy Without Breaking Your Funnel
Product-Led Growth (PLG) can be a revenue multiplier—but only if it’s rolled out right. In Part 2 of this conversation, Arun Sivashankaran and David Janczyn lay out a pragmatic, experiment-led approach to launching PLG [...]
Product-Led Growth in B2B SaaS: How to Design a Scalable Funnel, Identify Intent Signals & Align Sales
Buyers today don’t want to talk to your sales team. At least, not until they understand what your product does—and how it will deliver value. In this episode of the FunnelEnvy podcast, Arun Sivashankaran [...]
How to Scale Account-Based Marketing (ABM) From Pilot to Org-Wide: What Actually Works in the Enterprise
You don’t need more leads. You need better ones. Enterprise teams—especially in Account-Based Marketing (ABM)—can’t afford to drown in junk form fills, misrouted prospects, and manual lead sorting. Sales time is expensive. And without [...]
How to Launch an Account-Based Marketing (ABM) Pilot That Scales Without Breaking Your Org
In theory, Account-Based Marketing (ABM) sounds like a no-brainer. Personalized campaigns. Sales-marketing alignment. Focused revenue growth. In practice, it’s usually chaos. That’s especially true when enterprises with multiple business units and fragmented tech stacks [...]
Stop Blaming Forms — Fix the Friction That’s Killing Your Leads
Most marketers are still gating content like it’s 2012. You’ve seen it: 9-field forms for a basic guide No routing logic No visibility into whether the leads convert And then sales says: “These leads [...]
Rethinking Gated Content: Why It’s Not the Real Problem
If you’ve ever posted “should we gate this content?” in a Slack channel… you’re asking the wrong question. The real issue isn’t gating. It’s assuming there’s a one-size-fits-all answer to a nuanced problem. B2B [...]