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25%
Increase in conversion rate
Net-new visitor personalization using 3rd-party firmographic data
More Salesforce-ready leads than ever before
Integrated stack (Marketo, Optimizely, idio) working in concert
2x
Traffic
BMI Research: Personalizing the first-time visitor experience to
lift conversions and pipeline
What does it mean for our business? Conversion rates have gone up more than double since we’ve been using FunnelEnvy’s technology. We’re driving more leads into Salesforce than we ever have before.
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Jon Ewing
CMO & CTO, BMI Research
Summary
Challenge
BMI Research serves a broad audience across 24 industries and 200+ countries. First-time visitors often couldn’t tell if BMI had content relevant to them, driving higher bounce and lost pipeline. Their team also needed independent marketing tools (Optimizely, Marketo, idio) to share the same audience context.
Solution
FunnelEnvy connected BMI’s stack and injected 3rd-party firmographic data to infer a new visitor’s company/industry on the first session—triggering tailored homepage creatives and content recommendations.
Results
Conversion rates rose, traffic doubled, and Salesforce captured more qualified leads than ever—validated by executive testimony.
About BMI Research
Lead capture and qualification through homepage personalization and content recommendations
Industry
Information Services
Website
bmiresearch.com
Use Case
Macroeconomic, industry, and financial market analysis for global brands, financial institutions, governments, and business schools
Size
350+ team members serving the majority of Fortune 500 companies
Region
Global
Challenges
Relevance gap for first-time visitors
With content spanning 24 industries × 200 countries, new visitors struggled to find what matched their needs—driving exits before engagement.
No first-party signals on first visit (“stranger problem”)
Without known attributes on the initial session, BMI couldn’t personalize the homepage or recommendations for net-new traffic.
Disconnected best-of-breed tools
BMI preferred independent leaders—Optimizely (site optimization), Marketo (funnel), idio (content recommendations)—but they didn’t share audience context out of the box.
Solution (Revenue Funnel Optimization)
Enrich first-time sessions with firmographic data
FunnelEnvy integrated a 3rd-party firmographic source to infer a visitor’s company and industry on arrival—turning anonymous traffic into actionable segments.
Trigger industry-specific homepage personalization with Optimizely
When, for example, a visitor was inferred to be from an automotive company, Optimizely automatically rendered automotive-relevant creatives and messaging on the homepage.
Serve relevant content with idio
FunnelEnvy passed the same industry signal to idio so recommended reports matched what peers in that industry typically engage with—reducing friction to content discovery.
Orchestrate the stack with shared context
FunnelEnvy connected Marketo, Optimizely, and idio so each tool operated from the same audience understanding—creating a cohesive, end-to-end experience that advanced visitors toward qualified conversion.
The results
+25% conversion rate from the personalized experience
2× traffic with improved relevancy and content discovery
Record Salesforce lead volume, tied to integrated personalization and recommendations
Faster path to value for new visitors through immediately relevant homepage and content tiles
One of the great delights… is that both idio and FunnelEnvy worked together behind the scenes to integrate their products.
We’re driving more leads through into Salesforce than we ever have before.
Jon Ewing
CMO & CTO, BMI Research
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