.webp){kind=small}
From target lists to targeted experiences:
Optimizely’s ABM wins with FunnelEnvy
FunnelEnvy built us this cool tool that shows a screenshot of our target customer’s website on Optimizely.com.
.svg){kind=avatar}
Steve Ebin
Head of Online Marketing, Optimizely
New site personalization mechanisms launched on Optimizely.com.
Measurable uplift in site engagement and new account creations from A/B testing.
External recognition as an innovator in account-based marketing (ABM).
Durable enhancements to in-house processes, technologies, and campaigns.
As Optimizely moved upmarket, the team adopted an ABM strategy focused on a shortlist of strategic accounts—yet lacked bandwidth to implement all planned web personalization campaigns.
FunnelEnvy complemented Optimizely’s in-house efforts with two high-impact, automated website personalization capabilities: (1) company-specific homepage imagery using a live screenshot of the visitor’s site and (2) geo-personalized maps pinpointing the visitor’s office location—both driven by 3rd-party firmographic and location data.
A/B tests showed statistically significant increases in starts of new account creation, click engagement, and visits to the Solutions page—plus social recognition for innovation and stronger sales storytelling with “live” personalization on the corporate site.
Digital experimentation and personalization platform for web and mobile apps
B2B SaaS
optimizely.com
Account-based marketing and on-site personalization to acquire strategic customers
Global
Optimizely had a clear plan—six personalization initiatives on Optimizely.com—but limited in-house resources to execute them all quickly and reliably.
Moving upmarket required experiences tailored to decision-makers at target accounts and hard proof that those experiences meaningfully increased intent (e.g., account creation starts, deep product exploration).
The team sought sustainable, data-driven mechanisms (not one-offs) to feed future ABM campaigns with firmographic and geographic context.
FunnelEnvy implemented a tool that automatically pulled the visiting company’s website URL (via IP-based firmographic data) and rendered a live screenshot as the Optimizely.com background—first visit for strategic accounts and second visit otherwise.
For recognized target visitors, the page displayed a Google Maps image pinned to the visitor’s office location (e.g., the Adidas office in Portland for an Adidas NA VP of Marketing), leveraging Google Maps API and Demandbase.
FunnelEnvy connected third-party firmographic and geo data to front-end experiences with clear triggers (account match, visit number), creating repeatable patterns the Optimizely team could extend across campaigns and pages.
Statistically significant uplift in starts of new account creation, click engagement, and visits to the high-value Solutions page (validated via A/B tests).
Two net-new, always-on personalization mechanisms (company screenshot background, geo-pinned maps) now part of the site experience.
Market recognition for innovative ABM personalization; positive qualitative feedback from visitors and on social channels.
Sales enablement boost: Live site personalization became a compelling proof point during sales conversations (“the proof is in the pudding”).
We’re eating our own dog food… and we get to see what does work about our product and what doesn’t.
Steve Ebin
Head of Online Marketing, Optimizely
Let’s align data, experiences, and sales to lift conversion across your revenue funnel.
.avif)
%20(1).avif){kind=small}