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 do. Do not get click-and-drag happy with your platform's audience tool, and end up creating a monstrosity like "Returning visitors from [...]

By | 2020-07-06T13:04:02-07:00 July 2nd, 2020|Analytics, B2B, SaaS|0 Comments

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 [...]

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 which is one of the most valuable opportunities with this data. The good news is that when it comes to [...]

By | 2020-03-16T07:03:39-07:00 March 4th, 2020|B2B, Digital Marketing, Experimentation, Strategy, Testing|0 Comments

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

By | 2020-01-28T08:41:14-08:00 January 28th, 2020|B2B, Conversion Rate Optimization, Experimentation|0 Comments

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 conflating the two can have really expensive implications. The same story applies to marketers. We seem to spend a lot [...]

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 | 2018-10-20T22:54:43-07:00 September 24th, 2018|B2B, Digital Marketing, Strategy|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 [...]

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

If you care about B2B conversions, stop producing content

Houston, we have a problem. As enterprise focused B2B marketers, we have a problem. We all agree that we want to grow traffic to our website, turn the traffic into leads and convert the leads into customers. Yet, we have all blindly trusted the theory that, producing more content, showing product options, displaying more testimonials, and [...]