Use Google Analytics to Understand and Convert Leads
You’re already leveraging Google Analytics to drive website strategy. But you’re missing crucial context about the single most relevant factor for predicting and influencing visitor behavior: their stage in the buying process. You use this [...]
How Hotjar Can Help You Convert More Leads
Hotjar is a great complement to Google Analytics. Layering qualitative and visual data over the raw numbers gives you another dimension of insights. But just like with your Google Analytics data, if you ignore key [...]
Identify, Track, and Serve Custom Experiences to Leads
You've decided to improve on your one-size-fits-all website content by serving personalized content to leads. You figure that a free trial user will literally never click "Start Free Trial" ... but they very well might [...]
Minimum Viable Personalization for Leads
Your website receives visitors in different stages of the buying process, who have varying needs and priorities. You recognize this, so you've installed a personalization platform. Where to begin? First, a word on what not to [...]
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 [...]