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About Arun Sivashankaran

I'm a tech entrepreneur who has been building, measuring and selling consumer and enterprise websites for years. Over the course of my career I've helped companies large and small increase revenue and engage customers as a manager, advisor and consultant.

Revenue Funnel Optimization Focus on the Offers

Transcript Hi, everyone, I'm Arun from Funnel Envy. We help demand gen marketers increase pipeline and revenue through revenue funnel optimization. And today I want to talk about why you should really focus on the offers. I'll explain what that means as we go through this. Now, let's take a step inside the [...]

Online Ads May Not Be the Most Efficient Way to Grow Your Demand Gen Funnel

Transcript  Hi, everyone, I'm Arun, the founder of FunnelEnvy. We help demand gen marketers increase pipeline and revenue through revenue funnel optimization And today I want to spend a little bit time talking about why online ads might not be the most efficient way to grow your demand and a revenue funnel. So [...]

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 of the traffic coming to the website is of course, “anonymous” meaning that they haven’t shared any contact information. There [...]

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 with the FunnelEnvy Segment integration you can deliver personalized, 1:1 website experiences and optimize for revenue using all of that [...]

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 metric. This “winner” has a heavy responsibility – we’re assuming that it confers the improvement in revenue and conversion that [...]

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 the population of cobras in Delhi, offered a bounty for every dead cobra brought in. Although it was initially successful, [...]

By |2018-10-20T22:54:43-07:00September 24th, 2018|Digital Marketing, Strategy, B2B|0 Comments

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 efficient solution to an important and complex problem – how best to find food to sustain the colony. This is [...]

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. Instead of serving the optimized experiences for each individual, customers are merely getting segmented into audiences based on predefined rules. [...]

By |2018-09-28T15:47:21-07:00April 20th, 2018|Uncategorized|0 Comments

Localytics Optimization

A/B testing suffers from a “winner take all” problem whereby it optimizes a single experience across an entire population and does not take context into account. A better solution for optimizing experiences across the wide variety of visitor context is predictive optimization. It works by using bringing together all of the data about the visitor [...]

By |2018-03-14T11:31:20-07:00March 14th, 2018|Uncategorized|0 Comments

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 by a combined score of 189-10. Their October home game on Franklin field against Carlisle wasn’t expected to be much [...]

By |2018-10-20T21:47:07-07:00March 7th, 2018|Uncategorized, The Funnel, Strategy, SaaS, B2B|0 Comments
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