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

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) or the complexity of B2B traffic and customer journey.    It is resource-intensive to do right. – Ensuring that you are [...]

By | 2020-01-16T11:52:51-08:00 January 16th, 2020|Experimentation, Uncategorized|0 Comments

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 [...]

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 significant drop in conversions. They estimated the redesign cost them approximately $100,000 per month. The pricing page itself was quite [...]

By | 2018-03-07T21:03:40-08:00 January 19th, 2018|Experimentation, Uncategorized|0 Comments