The Importance of Context with Marketing Experiments
By now most marketers are familiar with the process of experimentation, identify a hypothesis, design a test that splits the population across one or more variants and select a winning variation based on a success [...]
Why B2B Marketers Should Stop A/B Testing
B2B marketers currently face three main challenges with website experimentation as it is currently practiced: It does not optimize the KPIs that matter well. – Experimentation does not easily accommodate down-funnel outcomes (revenue pipeline, LTV) [...]
Optimization Pitfalls to Avoid In 2020
The Activity Trap Sales reps aren’t paid on the number of calls they make, and real estate agents don’t get commission on the number of showings they do. Activity does not equate to outcome, and [...]
Personalizing the Revenue Journey with Segment Data
Accelerate your customers journey to revenue with FunnelEnvy, now powered with Segment. Segment helps their customers instrument, store and unify data about their visitors and the actions they take all the way to revenue. Now [...]
How Not Picking an Experiment Winner Led to a 227% Increase in Revenue
By now most marketers are familiar with the process of experimentation, identify a hypothesis, design a test that splits the population across one or more variants and select a winning variation based on a success [...]
Understanding the CMOs Data-Driven Decision Delusion
The term cobra effect describes an incentive policy that causes unintended consequences and results in the opposite effect intended. In the 1800s the colonial government of India (as the story goes), becoming increasingly concerned about [...]
A Culture of Optimization Eats Experimentation and Personalization for Breakfast
As marketers we could learn a lot from ants. They don’t attend conferences, have multi-million dollar budgets or get pitched by the latest AI-based tech vendors. Yet over millennia they’ve figured out a radically [...]
FunnelEnvy Personalization Without Rules
Dictionary.com defines personalization as: “to design or tailor to meet an individual's specifications, needs, or preferences:” Yet, little about personalization as it’s currently touted in mar-tech is actually personalized to an individual’s needs & preferences. [...]
The Reason Your B2B Website is No Longer Effective
The 1907 Quakers from the University of Pennsylvania were the juggernauts of college football. Heading into a home field matchup with the Carlisle Indians they had not only won, but dominated their previous seven games [...]
B2B Marketers Should Stop A/B Testing in 2018
Several years ago I was hired to help fix some serious website conversion issues for a B2B SaaS client. A year earlier the client had redesigned their website pricing page and quickly noticed a [...]