The Future of Marketing Measurement: Why Every B2B Team Needs to Understand Marketing Mix Modeling and Incrementality Testing
Why Marketing Measurement Is Broken If you’ve ever tried to justify your marketing spend to your CFO, you know how hard it is to answer: “What’s really driving revenue, and where should we invest [...]
How to Use Self-Segmentation to Qualify Leads Without Killing Conversions
For B2B marketers, demand gen leads, and GTM teams, getting the lead isn’t enough, you need context. And the old playbook of relying on enrichment providers or one-size-fits-all forms is just not cutting it [...]
How to Calculate True ROI from A/B Tests (Without Lying to Your CFO)
Let’s get real about A/B testing. You ran a test. Got a 28% lift. Extrapolated it over 12 months. Share the number with your VP. Congrats. You just lied to your CFO. It’s not [...]
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 [...]