Attributing Campaigns to Sales Opportunities in Marketo
I'm writing this because it's the year 2020 and we're still having trouble attributing onsite campaigns/testing to Marketo MQLs/Opportunities/Revenue. It is meant primarily for technical practitioners as a quick-start guide, and is so simple you'll [...]
Real-Time Personalization with Segment and FunnelEnvy
Segment is a very popular CDP (customer data platform) that specializes in unifying data sources in real-time across your digital touchpoints and with your ever growing marketing technology stack. Segment is an especially popular choice [...]
10 Tips for Running Effective Predictive Personalization Campaigns
When it comes to personalization there is a growing trend with using machine learning to predict and optimize for the user experience at a 1:1 level. We call the collective use of these machine learning [...]
When to A/B Test and When to Use Predictive Bandits
For the majority of marketers, when you talk about CRO and optimization programs, people immediately jump to A/B testing and assume that is the primary tactic and is the only tactic to demonstrate success for [...]
How to Effectively Personalize your Website using Account Data for Anonymous Traffic
Unlike consumer marketers, B2B revenue teams often reason about their market at an organization or account level. That may be based on specific named accounts or company size, industry or other related firmographic attributes. Much [...]
Real-Time Personalization with Marketo and FunnelEnvy
For many organizations, Marketo serves as the real-time customer database for marketing. Unfortunately, for most organizations today this rich intelligence living in Marketo is not being leveraged to drive personalized user experiences across your site [...]
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 [...]
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 [...]